Apple has unveiled a fresh opening sequence for its Apple TV+ streaming service, and this one is unique because it was made using real-world effects instead of computer-generated imagery.
The company collaborated with TBWA\Media Arts Lab to create the visual sequence by filming it directly with physical, oversized glass Apple TV logos. This approach used real movement and lighting changes, resulting in a distinctive and tangible aesthetic.
Ad Age shared a behind-the-scenes clip showing how the intro was made, which was later posted on X.
Apple TV now features a new intro sequence that plays before everything you watch. It has different lengths depending on the content: a quick one-second version for trailers, a five-second version for TV series, and a longer, more dramatic 12-second version for movies. The intro is accompanied by a new musical score created by Finneas.
Apple TV’s colorful new branding was built with glass and captured in-camera.
— Andreas Storm (@avstorm) November 6, 2025
This change happens as Apple gives Apple TV+ a new, simpler name – just “Apple TV.” The company has updated its website and is releasing new app icons on all your devices.
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2025-11-07 12:14