Apple TV Rebrand

Apple TV had a recognition problem. People watched the shows and films. They didn't always remember where they came from. As households cut back on streaming services, Apple TV had to fight for its spot in the lineup. The ambition was to build a brand as cinematic as the shows and films that follow it, a badge of intent, not just an identity. The insight: white and black contain all colors. A bold palette, paired with glass, cinematic motion, and confident typography, created an identity with the weight to do that. Apple TV still stands for quality. It's just done whispering about it.