Apple Unveils New Streaming Intro—Filmed Entirely With Practical Effects In-Camera

Apple has officially unveiled a new streaming intro for Apple TV, and the company took a hands-on approach to create it.

Instead of relying on digital effects, the sequence was filmed using large glass versions of the Apple TV logo, with physical motion and lighting changes producing the visual effects. Apple worked with TBWA\Media Arts Lab on the project.

Apple TV’s colorful new branding was built with glass and captured in-camera. pic.twitter.com/Y8T4jXHKH1

— Andreas Storm (@avstorm) November 6, 2025

Ad Age shared a behind-the-scenes look at the process, and the clip was later shared on X, giving fans a glimpse of how the new intro was crafted.

The sequence now appears before all Apple TV content. There are multiple versions: a one-second sting for trailers, a five-second version for TV shows, and a 12-second cinematic version for movies. The intro is accompanied by a new sound composed by Finneas.

This comes shortly after Apple’s rebrand of ‌Apple TV‌+, which now simply goes by “Apple TV.” The change includes updated app icons across devices and a refreshed look on the Apple TV website.

The hands-on, in-camera approach gives the new intro a distinctive feel. It’s a creative move that emphasizes physical artistry over digital trickery. What do you think of Apple’s new intro and rebrand? Share your thoughts in the comments.