The all-new intro sequence for Apple TV was made with practical effects and shot in-camera, Ad Age reports.
Rather than using digital techniques, the new sequence was made by shooting large glass versions of the Apple TV logo, with physical motion and changing lighting used to create effects. Apple partnered with TBWA\Media Arts Lab to create the intro.
Ad Age released an exclusive look brief behind-the-scenes clip showing some of that process, which was then shared on X:
Apple TV’s colorful new branding was built with glass and captured in-camera. pic.twitter.com/Y8T4jXHKH1
The intro now plays before all Apple TV content. The company has made a one-second-long sting for trailers, along with a five-second-long version for TV shows and a 12-second-long cinematic version for movies. It is accompanied by a new sound composed by Finneas.
Earlier this week, Apple's rebrand of Apple TV+ was made official, with Apple updating the Apple TV+ page on its website to read just "Apple TV" and updated app icons rolling out across devices.
It may not hit every note perfectly, but Springsteen: Deliver Me From Nowhere is an honest, heavy, and deeply human look at Bruce Springsteen during arguably one of his darkest periods, one that still showcases the music-making process – read on for our full review.
Apple and Formula 1 today announced a five-year partnership that brings all F1 races exclusively to Apple TV in the United States beginning next year.
The partnership allows Apple TV to provide comprehensive coverage of Formula 1, including all practice, qualifying, Sprint sessions, and Grands Prix. Select races and all practice sessions will also be available for free in the Apple TV app throughout the course of the season. Eddy Cue, Apple's senior vice president of Services, said:
We're thrilled to expand our relationship with Formula 1 and offer Apple TV subscribers in the U.S. front-row access to one of the most exciting and fastest-growing sports on the planet. 2026 marks a transformative new era for Formula 1, from new teams to new regulations and cars with the best drivers in the world, and we look forward to delivering premium and innovative fan-first coverage to our customers in a way that only Apple can.
Apple also said it plans to "amplify" the sport across Apple News, Apple Maps, Apple Music, and Apple Fitness+. The Apple Sports app will feature live updates for every qualifying, Sprint, and race for each Grand Prix across the season, along with real-time leaderboards, season driver and constructor standings, Live Activities, and widgets.
The partnership builds on Apple's relationship with Formula 1 following the success of Apple Original Films' blockbuster "F1 The Movie," which it says is the highest-grossing sports movie of all time.
Apple says that further information on production details, product enhancements, and new ways to enjoy F1 content across Apple products and services will be announced over the coming months.
Apple and NBCUniversal are teaming up for a $15/month streaming TV bundle that will include access to Apple TV and Peacock.
The streaming bundle will be available starting on October 20, and it will give customers access to both services at a 30 percent discount compared to purchasing individual subscriptions. Apple TV is normally $12.99 per month, while Peacock starts at $10.99 for the Premium plan that's included in the bundle.
Apple One subscribers on the Family and Premier plans can add Peacock Premium Plus and receive a 35 percent discount. Peacock Premium Plus includes the option to download content and watch it offline, while the standard Premium plan does not. It also removes most ads.
The Apple TV and Peacock apps will also feature an "extensive sampling" of each other's shows in app. When the bundle launches on October 20, Peacock subscribers will be able to watch the first three episodes of Stick, Slow Horses, Silo, The Buccaneers, Foundation, Palm Royale, and Prehistoric Planet from Apple TV for free.
Apple TV subscribers will be able to watch up to three episodes of Law & Order, Bel-Air, Twisted Metal, Love Island Games, Happy's Place, The Hunting Party, and Real Housewives of Miami from Peacock.
According to Cue, many people already referred to Apple TV+ as Apple TV, so the company finally decided to embrace the simpler name.
"We just decided," he told host Matthew Belloni.
"We all called it Apple TV and we said, given where we are today, it's a great time to do it," added Cue. Launched on November 1, 2019, Apple's streaming service is now well established, and it offers a growing library of award-winning series.
Nonetheless, the new name may cause confusion, as there is now an Apple TV streaming service, an Apple TV app, and Apple TV hardware.
Cue argued that the Apple TV box is actually named the Apple TV 4K nowadays.
"Our hardware is called Apple TV 4K for your TV," he said. "I think that's fine, and the app is called Apple TV. It's been called Apple TV on our third-party products as well, so I don't think that'll be a problem at all."
The new name has yet to appear in most places, but the changeover should happen soon.
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