Apple showcases a very cool-looking new Apple One logo

While the new Apple TV logo got all the attention today, Apple also quietly changed the Apple One logo with a callback to one of its most classic eras.

A few days ago, Apple announced that, alongside renaming Apple TV+ to just Apple TV, it would also present a “vibrant new identity” soon.

Today, the company did just that by sharing the new Apple TV intro, which also features a new tone composed by FINNEAS. In addition to that, Apple also updated the Apple TV website to reflect the new identity and showcase current and upcoming Apple Originals, such as Slow Horses, Down Cemetery Road, Severance, and Pluribus.

Further down that same page, there is an Apple One banner in which the Apple logo is composed of six stacked colorful material slices.

While the colors don’t directly match Apple’s classic rainbow logo, they do match the colors the company chose for the Apple Music, Apple Fitness+, Apple TV, Apple News+, Apple Arcade, and iCloud+ logos that appear right beside it.

So far, it doesn’t appear that Apple has applied this logo anywhere else on its website or Apple One detail pages, so it is not immediately clear if this is a new logo or a one-off, interesting-looking conceptual representation of what the company’s subscription bundle is made up of.

Either way, it certainly evokes a bit of the whimsy that many may feel the company has let fall by the wayside in recent years.