Apple TV Rebrand.

TBWA\Media Arts Lab's D&AD entry puts the problem plainly: 'Apple TV had a recognition problem. People watched the shows and films. They didn't always remember where they came from.' With households cutting back on streaming services, it had to fight for its place. On 13 October 2025 Apple announced that 'Apple TV+ is now simply Apple TV, with a vibrant new identity.'

The agency built the identity from real glass lit with coloured light and captured it entirely in camera. In its words, quoted by 9to5Mac: 'Every shimmer was made for real, no CG shortcuts.' The system runs from a five-second show open to a longer cinematic version before films, with a new sonic logo by FINNEAS and a custom typeface, SF TV, developed with Apple's design team. The new intro rolled out on 3 November 2025; Optical Arts in London and OYOY in Los Angeles produced it.