About three weeks ago, we got word that Apple was changing the name of its Apple TV+ streaming service to Apple TV. However, the announcement was followed by inconsistent implementation; for example, the app in recent xOS 26 releases was renamed Apple TV, but Apple TV+ references are still present within the service. And Apple still airs commercials that say Apple TV+.
On Tuesday, Apple made another announcement about Apple TV. On X, the company posted a new title card, the branding you see just before a show starts on a streaming service. It has a new logo animation of the Apple TV logo, and the piano chord is gone, replaced by a jingle by Finneas, who’s mostly known as Billie Eilish’s brother and collaborator, and has his own solo career.
The title card has become a valuable piece of video real estate for streaming services. Netflix set the bar with its familiar logo accompanied by the imposing “dah-dum” sound, and other services, including Apple TV, have followed suit. The old Apple TV+ title card was too much like Disney’s, but this new one finally feels more original and in tune with the company’s branding.
Perhaps it also means that Apple will finally replace all the mentions of Apple TV+, making pedantic editors who work on websites that cover the company very happy.
