Apple TV Reintroduces Itself with Cinematic New Look and FINNEAS Score

​Apple’s streaming platform is stepping into a new era. The company has dropped the ‘+’ from Apple TV+, reintroducing its multi-award-winning service as simply Apple TV.

Since its 2019 debut, Apple TV has become one of the most critically lauded homes for original storytelling - picking up Emmys for Severance and The Studio, and making Oscar history with CODA, the first Best Picture winner from a streaming platform.

Now, that legacy comes wrapped in a refreshed visual identity, crafted by TBWA\Media Arts Lab. The new design system introduces a series of luminous mnemonics built entirely from glass and filmed in-camera - each one a kinetic play of coloured light representing the depth and diversity of stories on Apple TV. The craft-first approach is underscored by a bespoke score from Finneas O’Connell, whose music adds emotional texture to the visual language.

The identity marks the first step in a larger brand evolution set to unfold across the Apple TV ecosystem. Bold, cinematic, and unmistakably Apple, the rebrand reflects a confident, cohesive vision for the next chapter of the platform’s storytelling journey.