Apple has officially completed the long-anticipated rebrand of its streaming platform, dropping the “+” from Apple TV+to become simply Apple TV. The change went live, with Apple updating its official website and releasing a new animated logo and sound identity to mark the shift.
A short announcement video posted on YouTube introduces the new Apple TV branding with a vibrant, rainbow-colored logo accompanied by a musical cue composed by musician and producer Finneas. The clip ends with the phrase “This is just the beginning,” signaling a broader repositioning for the platform. Finneas also shared the video on Instagram, expressing his appreciation for the collaboration: “Never thought I’d get to do something like this but I am so honored… I hope this very short piece of music feels like it matches the things I love about Apple so much.”
According to Variety, Apple commissioned Finneas to create a series of original sound mnemonics that will precede every Apple original film and TV show. There are three versions: a five-second standard theme, a one-second “sting” for promotional use, and a 12-second cinematic version designed to play in theaters before Apple Studios releases. Apple’s Head of Music, David Taylor, described the work as a “completely original sound that feels cinematic and magical,” underscoring Apple’s aim to create an instantly recognizable signature for its content.
The rebrand, which Apple has been gradually preparing since mid-2025, is still rolling out across its ecosystem. While the main website and marketing materials now display the simplified name, in-app labels within the Apple TV app still read “Apple TV+.” The full transition is expected to complete with the upcoming software updates — iOS 26.1, iPadOS 26.1, tvOS 26.1, and macOS Tahoe 26.1 — which will align all system references with the new branding.
The change reflects Apple’s effort to streamline its entertainment identity and reinforce the Apple TV brand as both a hardware platform and a unified hub for streaming content, live channels, and original productions.
