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:



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.
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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.
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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.

Apple's new bundle comes just after Apple decided to rebrand its streaming service as ‌Apple TV‌, dropping the Plus and introducing a new logo.
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On the latest episode of The Town podcast, Apple's services chief Eddy Cue explained why the company decided to rename Apple TV+ to Apple TV.


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.

Cue's comments were first reported by 9to5Mac's Zac Hall.


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Apple today shared a short teaser video for Pluribus, an upcoming sci-fi drama series hailing from Breaking Bad creator Vince Gilligan.


Pluribus stars Emmy-nominated actress Rhea Seehorn, who also starred in the Breaking Bad spinoff series Better Call Saul. In the "genre-bending" series, Apple says "the most miserable person on Earth must save the world from happiness."

In the teaser video, which is shrouded in mystery, Seehorn plays a woman named Carol. A fictional U.S. government official appears on her TV screen, promising to "figure out" what makes her "different" from the others, so that she can "join" them.


"Join us, Carol," reads the description for the YouTube video.

The first two episodes of the nine-episode first season will be released on Apple TV+ on Friday, November 7, and a new episode will follow every Friday through December 26. Apple has already picked up the series for a second season, too.

Pluribus is produced by Sony Pictures Television, and Gilligan serves as one of the executive producers and as a writer for some episodes.

Over the past few months, Apple has shared several mysterious clips from the show.

P.S. If you dial 202-808-3981, an automated message related to the show will play, and there is an option to sign up for promotional Apple TV+ text messages.







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Apple TV+ is having a big night at the 77th Emmy Awards, with drama series Severance and comedy series The Studio picking up multiple wins.


Severance revolves around the mysterious company Lumon Industries. The company's employees cannot recall any memories about their personal lives while they are at work, and they cannot remember anything about the workplace when they leave the office. The series has an ensemble cast that has included Adam Scott, Britt Lower, Zach Cherry, John Turturro, Tramell Tillman, Patricia Arquette, Christopher Walken, and others.

The Studio is a satirical series about Hollywood's film industry. Seth Rogen stars as Matt Remick, the newly-appointed head of the embattled Continental Studios, with other cast members including Catherine O'Hara, Kathryn Hahn, Ike Barinholtz, and Chase Sui Wonders. Guest stars include Bryan Cranston, Zoë Kravitz, Ron Howard, Olivia Wilde, Dave Franco, Martin Scorsese, Anthony Mackie, Steve Buscemi, and many others.

Here are some of the key awards that Apple TV+ shows and their cast members won:

• The Studio — Outstanding Comedy Series


• Tramell Tillman (as Seth Milchick) — Outstanding Supporting Actor In A Drama Series (Severance)


• Britt Lower (as Helly Riggs) — Outstanding Lead Actress In A Drama Series (Severance)


• Merritt Wever (as Gretchen George) — Outstanding Guest Actress In A Drama Series (Severance)


• Seth Rogen (as Matt Remick) — Outstanding Lead Actor In A Comedy Series (The Studio)


• Seth Rogen and Ryan Goldberg — Outstanding Directing For A Comedy Series (The Studio episode "The Oner")


• Seth Rogen, Ryan Goldberg, Peter Huyck, Alex Gregory, and Frida Perez — Outstanding Writing For A Comedy Series (The Studio episode "The Promotion")


• Bryan Cranston (as Griffin Mill) — Outstanding Guest Actor In A Comedy Series (The Studio)


• Adam Randall — Outstanding Directing For A Drama Series (Slow Horses episode "Hello Goodbye")

It was not a perfect night for Apple TV+, though. Notably, Severance was nominated for Outstanding Drama Series, but The Pitt won. Adam Scott missed out on Outstanding Lead Actor In A Drama Series, which went to The Pitt's Noah Wyle.






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Apple is aiming to keep Apple TV+ subscribers from canceling, offering a discounted subscription when customers threaten to stop paying.


If you cancel your ‌Apple TV‌+ subscription, you may see a pop-up that drops the price of ‌Apple TV‌+ to $5.99 for the next two months, before the $12.99 per month cost resumes. Apple appears to have started offering the discount in the last few days.

Apple recently increased the price of ‌Apple TV‌+ to $12.99 per month in the United States, so the offer for a temporarily discounted subscription may be aimed at those who are canceling their subscriptions due to the price hike.

Apple is still charging $99 for an annual subscription, so there is an option to get a lower price when subscribing for a full year. Apple also has not changed the price of its Apple One bundles.

Customers who want to get the $5.99 deal without continuing to pay $12.99 should make sure to cancel after the second $5.99 monthly charge. Opting in to the discounted offer today would mean the $12.99 price would resume in November.
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Apple has released "F1: The Movie" for digital purchase and rental through the TV app, marking the start of the film's premium video-on-demand window while it continues to perform strongly in theaters.


The film premiered worldwide on June 27 and has now surpassed $600 million at the global box office. This makes F1 Apple's most financially successful movie to date, with the release also returning to IMAX theaters due to its popularity.

Apple has now made the film available to rent for $20 or to purchase for $25 in the Store section of the TV app on iPhone, iPad, Mac, and Apple TV. It includes approximately 45 minutes of bonus features through iTunes Extras.

The same pricing and availability apply through other services such as Amazon Prime Video. It is not yet available to stream on ‌Apple TV‌+.

This period is known in the film industry as the premium video-on-demand (PVOD) window, and represents a higher-priced digital release that precedes availability through subscription streaming. The pricing is in line with other major studio releases in recent years.

Apple is expected to lower the cost once the film transitions from PVOD to standard digital distribution, when it will be available to rent or buy at the usual lower tier. This will likely coincide with its debut on ‌Apple TV‌+, where it will be available to stream at no additional charge to subscribers.

Based on the previous Apple theatrical-first films such as "Killers of the Flower Moon" and "Napoleon," the PVOD window typically lasts one to two months, suggesting that F1 will likely come to ‌Apple TV‌+ in October or November 2025.
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