Finneas Composes the Catchy New Intro Sound for Apple TV Originals

Get ready to hear a new signature sound before your favorite shows! Grammy and Oscar winner Finneas O'Connell is the genius behind Apple TV's fresh new audio-visual intro, part of a big rebrand for the streaming service.

TL;DR

• Apple TV+ has officially rebranded to just "Apple TV," complete with a vibrant new logo.
• Finneas O'Connell, known for his work with Billie Eilish, composed the new "mnemonic" sound that will precede all Apple Original content.
• There are three distinct versions of the intro: a 5-second one for TV shows, a 1-second sting for trailers, and a grander 12-second cinematic version for movies.

Alright, streaming fans, get ready for a subtle yet significant shift in your viewing experience! If you've been hitting up Apple's streaming service lately, you might have noticed something a little different. Not only has "Apple Tv+" officially dropped the "Plus" from its name to become simply "Apple TV," but it's also rolling out a brand-new, super-slick intro sound and animation.

And guess who's behind the magic? None other than the multi-talented Finneas O'Connell, the Grammy and Oscar-winning musician and producer who's famously collaborated with his sister, Billie Eilish. He was tapped by Apple to create a short, memorable piece of music that will soon be accompanying every single Apple Original film and show you watch. Prepare for this to become seriously ubiquitous!

Crafting an Unforgettable Sonic Signature for Apple TV

Finneas wasn't asked to compose a full-blown theme song, but rather what he calls a "mnemonic." Think of it like a sonic logo – those short, iconic bursts of sound that immediately tell you what brand you're experiencing. He even name-dropped classics like the NBC chime and HBO's static sound as examples of what he was aiming for.

Apple's Head of Music, David Taylor, approached Finneas with the brief, emphasizing the desire to "simplify" the Apple TV experience and create a fresh audio accompaniment for their new logo graphic. It was a challenge, as Finneas noted, to make something so brief, yet effective and memorable.

"Mnemonic is sort of a beautiful word for a logo accompanied by sound."

— Finneas O'Connell

The musician understood the assignment perfectly, especially considering how we binge-watch today. "If you're binge-ing the whole season of 'Ted Lasso' or 'Severance' or 'Disclaimer' (which Finneas also scored!), you're going to hear the mnemonic 10 times in one day," he explained. "So it's gotta be something that's like the bite of ginger between rolls or something, you know?"

Three Unique Flavors of the New Apple TV Intro

Interestingly, Finneas didn't just create one sound. He crafted three distinct versions to suit different viewing contexts, ensuring the experience is always just right.

• The Main Event (5 seconds): This is the version you'll hear most often, appearing right before episodes of your favorite Apple TV series.
• The Quick Sting (1 second): A super-short burst designed for movie trailers, playing when you see the Apple production company logo.
• The Cinematic Grandeur (~12 seconds): For the big screen experience, this longer, more cinematic version will play at the start of Apple Studios original films in theaters, such as the critically acclaimed 'Killers of the Flower Moon'.

"I tried to make sure that [the longer version] felt a little more cinematic and a little grander, because it had more seconds to get from A to B, but it also just felt like it was a different environment."

— Finneas O'Connell

David Taylor highlighted Apple's confidence in Finneas, stating, "Finneas was the perfect creative partner to create our new sound because his relationship with Apple is deeply authentic... He delivered a completely original sound that feels cinematic and magical, serving as a welcoming invitation for viewers to enter the world of Apple Originals."

The Behind-the-Scenes Journey of the Apple TV Mnemonic's Creation

Creating such a concise yet impactful sound is a true art form. Finneas shared insights into his creative process, revealing a mix of traditional and experimental techniques.

He started simple, at his upright piano. "I played a chord that felt kind of hopeful and kind of optimistic, but had gravity to it and hopefully had a little bit of an enigmatic, mysterious quality," he recalled. From there, he built layers, even incorporating unusual sounds like hitting zinc pieces and then reversing the audio. He also played real piano and reversed those sounds, along with pitching up and gliding down bass synthesizers.

A fascinating detail is that Finneas "scored to picture." He was given the animation for the new Apple TV logo first and worked directly with it, letting its motion inspire the music. This direct visual feedback ensured the sound and image are perfectly synchronized.

Initially, Finneas considered creating multiple options for Apple, but as he poured more dimensionality into his first attempt, he felt so strongly about it that he presented only one. "I really think this is the one that I want them to hear. I love this one," he thought. Apple had a few tweaks, and the visual evolved slightly, but the core sound was spot-on from the get-go.

A Deep Connection: Finneas's Loyalty to the Apple Brand

Finneas's connection to Apple runs deep, stemming from both their products and their early support of his and Billie Eilish's careers. He credits Apple's creative tools, like the iMac and Logic Pro software, with enabling him to become a producer and songwriter.

Beyond the tools, Apple was an early and significant supporter of Billie Eilish. Their "Apple Up Next" campaign in September 2017 was a "huge deal" for them, leading to opportunities like appearing on James Corden and talking to Zane Lowe. Apple has since named Billie Artist of the Year twice, solidifying their long-standing relationship.

Despite crafting what will likely be his most widely heard piece of music, Finneas embraces the role of an "invisible part." He hopes viewers won't even consciously think about him but will simply experience the sound as the perfect auditory complement to the new Apple logo.

The Bigger Picture: Apple TV's Streamlined Rebrand

This new sound and logo are just one piece of Apple's larger effort to streamline its streaming ecosystem. The rebranding from "Apple TV+" to "Apple TV" aims to simplify things for users, aligning the streaming service's name with the Apple TV app and the Apple TV 4K hardware device.

While some industry observers initially wondered if this could cause confusion, Apple's Senior Vice President of Services, Eddy Cue, has downplayed those concerns. "Our hardware is called Apple TV 4K for your TV; I think that's fine. 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," he explained.

The rebranding fully rolls out with the iOS 26.1 update, ensuring the new name, logo, and sound are consistent across platforms. This refresh comes as Apple continues to grow its services division, which generated nearly $29 billion in revenue in its most recent financial earnings, a 15% increase year-over-year.

Apple TV has a strong track record since its 2019 launch, accumulating 620 wins and 2,816 award nominations for its original films, documentaries, and series. This includes major accolades like 'CODA' winning the Best Picture Oscar, 'The Boy, the Mole, the Fox and the Horse' winning Best Animated Short, and 'Ted Lasso' scooping up multiple Emmys. 'Killers of the Flower Moon' alone landed 10 Academy Award nominations!

The service's dedication to high-quality, award-winning content, paired with this refreshed, simplified identity and a catchy new sound from a top talent like Finneas, positions Apple TV for an exciting future. So, next time you're settling in for an Apple Original, pay attention to that fresh, hopeful, and slightly mysterious sound – it's a carefully crafted invitation to a new viewing experience.

Frequently Asked Questions About the New Apple TV Intro and Rebrand

What is a "mnemonic" in the context of streaming services?

In streaming, a "mnemonic" refers to a short, distinctive audio-visual signature that plays before content, immediately identifying the platform. Think of it as a brand's sonic logo, designed to be memorable and consistent, like Netflix's "Tudum."

Why did Apple TV+ change its name to Apple TV?

Apple rebranded its streaming service from "Apple TV+" to simply "Apple TV" as part of an effort to simplify its branding. The new name aligns the streaming service with the existing Apple TV app (which aggregates content) and the Apple TV 4K hardware, aiming for a more cohesive user experience.

How many versions of the new Apple TV intro sound are there?

There are three versions of the new mnemonic composed by Finneas: a 5-second main version for TV show episodes, a 1-second "sting" for movie trailers, and a longer, approximately 12-second cinematic version for Apple Studios original films shown in theaters.

What kind of shows and movies can I watch on Apple TV?

Apple TV offers a growing library of acclaimed original films, documentaries, and series. Popular titles include "Ted Lasso," "Severance," "The Morning Show," "Silo," "Shrinking," "Killers of the Flower Moon," and Oscar winners like "CODA." The service continues to expand its content with high-quality productions.

Sources:

• Variety: Finneas on Creating a New Mnemonic Intro for Apple Originals
• The Verge: Apple TV’s new name now comes with a new sound
• Deadline: Apple Debuts New Apple TV Intro With Music By Finneas Following “Vibrant” Rebrand
• Macworld: Apple TV’s new intro includes a Finneas jingle
• 9to5Mac: Apple TV’s new intro has three different versions, plus more tidbits