Apple TV Rebrand: Where’s the ‘Bright New Identity’?

The new Apple TV logo is simply a removed “+.” I came up with my own version that truly integrates TV into the brand.

Image created with Gemini AI

Recently, in October 2025, Apple announced a rebranding of its streaming service, renaming Apple TV+ to the sleek Apple TV.

The company loudly dubbed this change a “vibrant new identity.” However, the logo itself underwent only cosmetic changes: the iconic “+” prefix was removed, and the previous white symbols were given a trendy Liquid Glass effect and became multicolored.

Is this idea really that new?

I decided to look at the old logos, and look what I found! It turns out that this update is essentially a return to the past. The new, “bright” Apple TV logo is practically identical to the logo used for the Apple TV app and set-top box before the launch of TV+ in 2019.


Screenshot taken by the author

So, under the slogan of a “vibrant new identity,” the company returned to the old logo with minimal visual effects (Liquid Glass).

This raises the main question: if Apple simply returned to the old visuals, why was a rebranding necessary, presumably costing millions (and why was it necessary to call it a “new” and “vibrant” identity)?

Often, global companies pay millions for what consumers perceive as minimal simplification. But in the case of Apple TV, this isn’t just a simplification — it’s essentially a step backward.

The words “vibrant” and “identity” are meant to lend weight to a seemingly weak update. This begs the question: is all the “vibrancy” really contained in the advertising language, and not in the graphics themselves?

Screenshot taken by the author

My logo idea

If the goal of the rebranding was to create a truly integrated and memorable image, then we could have gone further than simply removing the logo (as had been done before).

Since I had an idea right away, I decided to test it quickly using Gemini.ai.

I wrote a prompt: “Write the word ‘TV’ directly into the silhouette of a bitten apple, simulating a metal slot.” I then sent the screenshot you see above so the AI ​​knew what to work with. A few seconds later, the logo I had envisioned appeared.

 See what happened:

Image created with Gemini AI

This version remains instantly recognizable, but it’s more interesting and conceptual than simply dropping the plus sign. It not only unifies the name, but also visually reimagines the apple as a portal or screen.

The Cost of the New Logo

Unfortunately, I couldn’t find any information on the cost of the rebranding; perhaps it will be published later. If you have, please let me know in the comments; I’m very interested.

In your opinion, what truly meets the definition of a “vibrant new identity”? Apple’s minimalist redesign, likely costing millions, or my idea, realized and created using a neural network?

While Apple spends resources on reverting to an old logo, I, on the other hand, focus on creating things that are unique, interesting, and valuable — things that bring a smile. Take a look at my store — maybe you’ll find something useful, cute, or a friendly raccoon? 🦝

Is the work of updating (minimalism, primitive simplification) worth millions when AI can offer more creative and integrated solutions?

P.S.: Apple, if you like my logo design, please let me know in the comments. I’d be happy to discuss collaboration.

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