Apple has unveiled a new intro bumper and soundmark for its streaming service, marking the latest evolution in branding after the company ditched the "plus" from its name. The change comes as part of an effort to simplify the brand's offerings, with Apple removing the "plus" suffix from names like iCloud+ to distinguish between free and paid services.
According to composer Finneas, who has collaborated with Billie Eilish on numerous occasions, the new soundmark – which he calls a "mnemonic" – will become synonymous with the service. Inspired by classic soundmarks like NBC's iconic theme or HBO's static, the Apple logo appears in a hazy animation before shifting into focus, accompanied by the soothing yet distinct audio.
While only time will tell if Apple's new soundmark will have the same lasting impact as Netflix's "tudum," Finneas is confident that his creation will stick in viewers' heads. The five-second bumper will play before every show and episode, with shorter versions for trailers and theatrical releases.
As part of its rebranding efforts, Apple has also introduced a new logo for Apple One – the subscription service that bundles multiple services into a lower-priced monthly plan. The fresh design features a textured, multi-colored Apple illustration, signaling a significant shift in the brand's visual identity.
With these updates, Apple continues to refine its streaming service, making it more accessible and user-friendly for subscribers.
According to composer Finneas, who has collaborated with Billie Eilish on numerous occasions, the new soundmark – which he calls a "mnemonic" – will become synonymous with the service. Inspired by classic soundmarks like NBC's iconic theme or HBO's static, the Apple logo appears in a hazy animation before shifting into focus, accompanied by the soothing yet distinct audio.
While only time will tell if Apple's new soundmark will have the same lasting impact as Netflix's "tudum," Finneas is confident that his creation will stick in viewers' heads. The five-second bumper will play before every show and episode, with shorter versions for trailers and theatrical releases.
As part of its rebranding efforts, Apple has also introduced a new logo for Apple One – the subscription service that bundles multiple services into a lower-priced monthly plan. The fresh design features a textured, multi-colored Apple illustration, signaling a significant shift in the brand's visual identity.
With these updates, Apple continues to refine its streaming service, making it more accessible and user-friendly for subscribers.
. this new soundmark thingy is pretty cool tho, i love how soothing it sounds 
, like a warm hug for your ears. and that animation of the apple logo? nice touch 
. hope it'll stick in our heads like netflix's "tudum" did 
. but idk if they can top finneas' genius 
, he's always been one to create some iconic stuff 
.
. And what's with the animated Apple logo? It just feels like a gimmick to me... But hey, I guess if it helps people remember their shows better 
it sounds way too try-hard, like they're trying way too hard to be cool 
the "mnemonic" thing is just a fancy word for "we want you to remember our brand" and honestly, who needs that much repetition in their life? 
can't they just stick with the simplicity of their logo and call it a day? 
And what's up with the new Apple One logo? It looks like something from a cartoon 
. I guess it's all about simplifying the brand and making everything more accessible... but sometimes less is more, right? 
and the animation of the Apple logo is giving me major nostalgia vibes 
it's like they're trying to make their service feel more "premium" or whatever 
but honestly, I'm just here for the sick beats 
can't wait to see how this all plays out! 
. The hazy animation before it gets clear is pretty slick 
. I mean, who wouldn't want a five-second intro to signal the start of an epic show? 
. It's all about making their streaming service more user-friendly and accessible, which is definitely a win in my book 
and I can already imagine it becoming iconic 
like Netflix's "tudum" 
. Can't wait to see how it all comes together on the big screen 
! 
and I think it's gonna pay off 
in the long run. What do you guys think?