Apple dropped the “plus” from its streaming service’s name in October, because the company typically uses the plus sign for free services with paid versions, such as iCloud+. Now, the company has released a new intro bumper and soundmark for its TV service. Apple has uploaded a five-second video showing its streaming service’s new logo appearing in a hazy multi-colored animation before it shifts into focus at the center of the screen. Playing in the background is a soundmark, or as its composer calls it, a “mnemonic.”
The soundmark will appear before every show and every episode in a series, according its composer Finneas, whom you may know as Billie Eilish’s brother and frequent collaborator. “The things that I think of as real classic mnemonics are NBC — you can hear that in your head — or HBO has its static,” he told Variety. Netflix’s “tudum” sound is pretty iconic, as well. Only time can tell if Apple’s will have the same impact. He explained that the five-second version Apple released as a video will be played before every movie and in between the episodes of a show, so you’re bound to hear it multiple times if you’re bingeing a series. Apple also made a one-second version of the intro for trailers and a 12-second one for anything released in theaters, such as Killers of the Flower Moon.
Finneas said that he was approached by Apple’s Head of Music, David Taylor, who apparently told him that the company was “simplifying” the service. Removing the “plus” from its name was just the beginning. In addition, Apple has also debuted a new logo for Apple One, a subscription option that bundles multiple Apple services, including Apple Music, TV and iCloud+, into a lower-priced monthly plan. The new logo uses a textured multi-colored Apple illustration.
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