Apple TV+, Apple’s video streaming service, recently underwent a rebranding and is now referred to simply as Apple TV. The change took place ahead of the debut of the Apple Original film F1: The Movie on the service on December 12. But why stop there? Apple has also introduced a new intro sound and video that will accompany titles streamed on the platform.
The new sound is composed by Finneas, Billie Eilish’s brother and producing partner. “If you’re bingeing a whole season of Ted Lasso or Severance or Disclaimer, you’re going to hear the mnemonic 10 times in one day. So it’s got to be something that’s like the bite of ginger between rolls or something, you know?” Finneas said in an interview with Variety.
“Apple TV+ is now simply Apple TV, with a vibrant new identity. Ahead of its global streaming debut on Apple TV, the film continues to be available for purchase on participating digital platforms, including the Apple TV app, Amazon Prime Video, Fandango at Home, and more,” the tech giant said in a statement.
There are three versions of the intro. “There’s the main version, which is five seconds, and that’s what you’ll hear before episodes of a television show,” Finneas told Variety. “There’s a one-second version that’s just a sting, which might play during a movie trailer when they show the production company. And then there’s a longer version [about 12 seconds], which you’ll see in a movie theater at the start of an Apple Studios original film, like Killers of the Flower Moon.”
The change is a welcome one, as the “+” has become increasingly common and arguably unnecessary — AMC+, Discovery+, Disney+, ESPN+, and Paramount+ all use the same suffix. That said, Apple still has some “+” left in its ecosystem: Apple Fitness+, Apple News+, and iCloud+.