Today Apple unveiled its new intro video for Apple TV content, with music created by Finneas. In an interview with Finneas at Variety, more details have emerged about the video, including the creative process, and the three different versions debuting.
Finneas reveals creative details behind Apple TV’s new intro video
Finneas and Apple teamed up for the new Apple TV intro video that will start airing before TV shows and movies. The video arrives alongside Apple rebranding Apple TV+ to just ‘Apple TV.’
Though the announcement of the rebrand happened last month, today it’s fully rolling out on the streamer, on Apple’s website, and in iOS 26.1 and more.
Timed with the launch, Finneas spoke to Variety about working with Apple and the creative process. One interesting tidbit involves three separate versions Finneas created, all of which will be used in different contexts.
There are actually three versions of the mnemonic, all of them definitely fitting into the “minimalist” camp, to varyingly extreme degrees. “There’s like the main version, which is five seconds, which is what you hear before episodes of a television show. There’s a one-second version that is just a sting, that might play when you see a movie trailer and they just show the production company. And then there is a longer-form version [of about 12 seconds] which you’ll see it in a movie theater at the start of an Apple studios original film, like ‘Killers of the Flower Moon.’ I tried to make sure that that one 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.”
Here’s the “main version.”
Other tidbits from the interview include:
- Animation for the video being created before the music, so Finneas was able to work off of it
- Finneas’ original plan to give Apple a bunch of options for music, then pivoting and creating only a single option
- The following hint that this rebrand is just the start of Apple’s plans to “simplify” the streaming service
“They were talking about the future of Apple TV and how they were, to some degree, simplifying it, starting with it no longer being Apple TV+. They had this new logo graphic and they needed a new piece of music to go with it.”
You can read the full interview on Variety.
What do you think of Apple TV’s new intro video? Let us know in the comments.
Apple TV is available for $12.99 per month and features hit TV shows and movies like Ted Lasso, Severance, The Morning Show, Silo, and Shrinking.
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