Apple TV Unveils New Glass-Crafted Intro with Music by Finneas O’Connell After a silent Rebrand

Apple TV has debuted a visually stunning new introductory sequence for its streaming platform, marked by physical glass artistry and an original sound crafted by Oscar-winning musician Finneas O’Connell.

The refreshed intro appears at the start of every Apple original show and film, distinctly separating content from Apple’s other programming. This major update arrives as the service officially rebrands from Apple TV+ to simply Apple TV, reflecting the company's commitment to cinematic distinction and brand clarity.​

The latest intro stands out for its unique production process, which relies on practical effects rather than digital animation. Apple commissioned creative teams to construct large glass versions of the Apple TV logo, capturing vivid lighting and motion effects entirely in-camera. Each frame is the result of real glass, shifting studio lights, and precise camera movement, setting a fresh standard for craftsmanship in digital branding.​

This reimagined sequence also features a specially composed mnemonic—an audio cue—by Finneas Baird O’Connell.

Finneas, recognized for his Grammy and Oscar-winning work as Billie Eilish’s collaborator and for his solo music, brought cinematic quality to the sound.

He noted this was his “shortest piece of music ever,” designed to embody Apple’s values of artistry and innovation while evoking a sense of magic and anticipation at the outset of each show. Apple’s Head of Music, David Taylor, praised Finneas for delivering an “original sound that feels cinematic and magical”.​

The move to drop the “plus” from Apple TV+ signals Apple’s intent to streamline its brand and focus on high-quality, original storytelling. The company has achieved critical acclaim with projects like “Ted Lasso” and “CODA,” the latter making history as the first streaming film to win Best Picture at the Academy Awards.

This shift—emphasized by physically crafted branding and award-winning music—positions Apple TV as a more direct rival to Netflix and Disney+, centering quality and originality over bundled service offerings.​

As Apple’s rebrand progresses, users should expect the new intro to feature before all original titles, with multiple versions airing depending on context: a five-second standard sequence, a one-second “sting” for trailers, and an extended twelve-second cut for theatrical releases.

The rollout continues across devices and platforms as Apple updates app icons and branding with the fresh identity introduced this season.​

Industry analysts view the move as emblematic of Apple’s broader push for differentiation—not only through star-powered originals, but also by reinvesting in tangible creative processes in an increasingly digital world. The handcrafted glass intro and Finneas’ musical piece collectively reflect a forward-thinking vision for how streaming platforms can shape audience experience while standing out in a crowded entertainment landscape.​