Apple TV: The New Exclusive Jingle Signaling the End of Streaming Platforms with ‘+’ Suffix
It’s official: Apple is dropping the “+” from its streaming platform. The service is now simply called Apple TV, marking a new era for the brand and its audiovisual ecosystem.
A New Logo and A More Colorful Visual Identity
The transformation is visible immediately on the official Apple TV website and in the app, where the monochrome logo has been replaced with a colorful and more dynamic icon, already launched with the iOS 26.1 update.
This new aesthetic aligns with Apple’s overall refresh of its icons, which are gradually adopting multicolored gradients symbolizing innovation and creativity.
A New Sound Signature By Finneas
Apple has accompanied this change with a new exclusive jingle composed by Finneas, the award-winning artist and producer (and brother of Billie Eilish).
This sound will come in three versions:
- Main version (5 seconds) — played before each film or original series.
- Short version (1 second) — used in trailers.
- Long version (12 seconds) — reserved for “Apple Studios” productions.
“Finneas has created a completely original sound, both cinematic and magical,” explains David Taylor, Apple’s music lead.
A Redesign Consistent With Apple’s Multimedia Strategy
The name change was first spotted in a blog post by Apple announcing the release of F1: The Movie. At that time, the website and app had not yet been updated. Now, the entire ecosystem is updated: website, app, logo, icon, and opening sound.
This repositioning aims to simplify the brand: “Apple TV” becomes the sole name to refer to the app, the streaming service, and the Apple TV 4K device, thereby reinforcing the coherence of the offering.
Available Now
The new logo and identity are already visible:
- on iPhones and iPads after the iOS 26.1 update,
- on macOS Tahoe 26.1, tvOS 26.1, and watchOS 26.1,
- and gradually on all Apple devices in the coming days.
In short, Apple TV enters a new phase of its evolution. Gone is the “+” of trendy streaming platforms: Apple returns to the simplicity and strength of its original name — a symbol of prestige and cinematic quality, now accompanied by an immersive sound identity crafted by Finneas.
