Apple Debuts New In-Camera Streaming Intro Made with Practical Effects
Apple has introduced a new intro for its Apple TV streaming service, and this time it was created entirely with practical effects, rather than digital tricks.
The company teamed up with TBWA\Media Arts Lab to film the sequence in-camera using large glass versions of the Apple TV logo. The effect comes from physical movement and changing lighting, giving it a unique, tactile look.
Ad Age shared a behind-the-scenes clip showing how the intro was made, which was later posted on X.
The new intro now plays before all Apple TV content, with different versions designed for trailers, TV shows, and movies. There’s a one-second sting for trailers, a five-second version for series, and a cinematic 12-second version for films. The sequence is paired with a new sound composed by Finneas.
Apple TV’s colorful new branding was built with glass and captured in-camera. pic.twitter.com/Y8T4jXHKH1
— Andreas Storm (@avstorm) November 6, 2025
This update coincides with Apple officially rebranding Apple TV+. The streaming service’s website now simply reads “Apple TV,” and updated app icons are rolling out across devices.
This practical approach is a refreshing change in a world dominated by digital effects. It shows Apple is willing to experiment and give its streaming brand a distinctive feel. I’m curious to hear what readers think about this new intro. Does it make the Apple TV experience feel more cinematic to you? Share your thoughts in the comments.