In the wake of Apple‘s major rebrand of its streaming service, it looks like the company’s all-in-one subscription bundle is next in line for a fresh coat of paint. A new, more colorful logo for Apple One has been spotted on the revamped Apple TV website, signaling a clearer, more unified brand identity for Apple’s growing services division.

The change comes just as Apple officially dropped the “+” from “Apple TV+,” simplifying its streaming service’s name to just Apple TV. That rebrand was a significant move, complete with a new animated intro and a “mnemonic” sound composed by artist Finneas. Now, this new Apple One logo suggests the company is tidying up its entire services portfolio.

So, what does it look like? The new logo, which eagle-eyed users first saw on the updated Apple TV site, is a clever twist on the classic monochrome Apple icon. It’s split into six colorful slices, each one representing one of the services included in the top-tier Apple One Premier plan.

While Apple hasn’t released an official color key, the six services in that bundle are:

• Apple Music
• Apple Fitness+
• Apple TV
• Apple News+
• Apple Arcade
• iCloud+

This is a big step for Apple One, which, until now, lacked a truly recognizable or distinct logo of its own. It was more of a billing concept than a standalone brand. This new icon gives the bundle a visual identity that instantly communicates what it is: a collection of Apple’s flagship services.

Interestingly, the new design hasn’t been added to the standalone Apple One website just yet, suggesting this is a gradual rollout.

Why rebrand now?

This isn’t just a design exercise; it’s a smart business strategy. Apple’s services division is a financial powerhouse, operating on significantly higher profit margins than its hardware. The company’s main goal is to convert its massive base of hardware users (iPhone, Mac, iPad) into recurring subscribers.

The Apple One bundle is the ultimate tool for this. It’s what’s known in the industry as a “rundle” (a recurring bundle), and its purpose is to create a “sticky ecosystem.”

When a user subscribes to Apple Music, they can leave for Spotify. But when they subscribe to Apple One—getting Music, TV, Arcade, Fitness, and crucial iCloud storage for one price—it becomes much harder to leave. The value is higher, and the services are deeply integrated.

This branding push makes perfect sense. By simplifying the “Apple TV” name and giving “Apple One” a distinct logo, Apple is making its sales pitch clearer. The timing is also key: Apple recently hiked the price of the standalone Apple TV service, making the Apple One bundle look like an even better deal by comparison.

A refresher on the tiers

For those who aren’t familiar, Apple One packages its services into three main tiers, all designed to offer savings compared to subscribing to each service individually.

• Individual plan: For $19.95 per month, this includes Apple Music, Apple TV, Apple Arcade, and 50GB of iCloud+ storage. (Saves about $12/month).
• Family plan: For $25.95 per month, this offers the same services but bumps storage to 200GB of iCloud+ and allows access for up to five other family members. (Saves about $14/month).
• Premier plan: This is the all-in-one package for $37.95 per month. It includes everything: Apple Music, Apple TV, Apple Arcade, Apple News+, Apple Fitness+, and a hefty 2TB of iCloud+ storage, all shareable with five family members. (Saves about $32/month).

This new logo is more than just a colorful icon. It’s the new face of Apple’s ambitious and highly profitable services strategy, designed to make its bundle offering more tempting than ever.