Apple TV’s new name now comes with a new sound
After dropping the plus from Apple TV, Apple teamed up with Finneas to make a new intro sound.
After dropping the plus from Apple TV, Apple teamed up with Finneas to make a new intro sound.
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is a senior reporter covering technology, gaming, and more. He joined The Verge in 2019 after nearly two years at Techmeme.
Apple has shared a new intro sound and video that will accompany things you watch on the newly-renamed Apple TV streaming service. Apple rebranded Apple TV Plus to just Apple TV last month, and the previous intro prominently highlighted the plus, so it makes sense that Apple made a new version to accompany the updated name.
The new sound is composed by Finneas, who is Billie Eilish’s brother and producing partner. (He calls it a “mnemonic” in an Instagram post.) “If you’re binge-ing the whole season of Ted Lasso or Severance or Disclaimer, you’re going to hear the mnemonic 10 times in one day,” Finneas says in an interview with Variety. “So it’s gotta be something that’s like the bite of ginger between rolls or something, you know?” (Finneas is also the composer for Disclaimer.)
According to Finneas, there are three versions of the intro. “There’s like the main version, which is five seconds, which is what you hear before episodes of a television show,” he tells Variety. “There’s a one-second version that is just a sting, that might play when you see a movie trailer and they just show the production company. And then there is a longer-form version [of about 12 seconds] which you’ll see it in a movie theater at the start of an Apple studios original film, like Killers of the Flower Moon.”
The intro also features an animation of the new multi-colored Apple TV logo that had started to show up elsewhere.
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