Apple One, the subscription package the company offers, has been assigned a new, colorful look, which is one of the largest scale changes in brands the service has had to go through in a long time.
Rather than the dull grey icon, the new logo has the iconic shape of the apple that has been divided into six bright colored parts each symbolizing one of the core services offered in the bundle.
This renovation is in line with the larger Apple quest of streamlining and updating its services ecosystem.
What’s Changing and Why
The recent Apple One logo is no longer about the founder of minimalism in the grey white apple icon that the company has long operated.
The shape of the apple in this version is distinctly segmented into colored slices each representing the iconic color of a service except Apple Music, Apple TV, Apple Arcade, iCloud+, Apple News+, and Apple Fitness+.
The new branding seems to further the concept of everything Apple under one brand, which makes it visually easier to understand that under one plan subscribers receive a wide range of offerings.
Although this change might seem minor, it has several strategic objectives:
- Visual legibility and identification: With its colour slices, Apple can help users understand that the bundle is not a single service, but a range of services.
- Service-first branding: It is an indicator that Apple has never had more emphasis on its services business, and subscriptions are becoming a primary source of revenues.
- Stability in the ecosystem: As Apple TV has rebranded (dropping the +) recently, the new Apple One logo is fitting into the overall aesthetic profile change in the Apple service offerings.
- Emotional lodge: The sunny and multifaceted design adds a more lighthearted and active touch than the previous flat and monochrome logos. It assists the service to become less of a generic one and more customized.
On the part of a user, there has been no change in the core subscription plan (such as the Individual, Family, and Premier plans still being there).
The only difference with the new one is the appearance that will be more apparent in advertising materials, on the site, and on apps.
The logo can still be implemented progressively, beginning with the use of a few pages and advertising and continuing to all platforms.
Due to the decades long familiarity of the Apple branding process, any shift is noticed, even in cases of purely visual ones.
The new logo initially appeared in the Apple TV site, and the single Apple One page has not always been updated yet, although the update is an indication that Apple plans to implement the change on a larger scale.
Meaning to Subscribers and Users
To the average user, the difference will be quite aesthetic, you will still be paying for the same package to use Apple One, and you will have the same services. To Apple, however, and subscription market observers, it signifies:
- Narrative Services: Apple would like you to view Apple One as a branded, differentiated service, as opposed to just adding these apps and storage together. The new logo contributes towards creating that identity.
- Trapping concentration: With the decrease in the hardware margin, services such as Apple One become more valuable. The appearance of the bundle as being strong helps to justify that strategy.
- Design refresh is an indicator of the future: As companies redesign key service logos, it usually predicts an underlying change—new services, new features, or new pricing might be applied.
- Brand coherence: As Apple harmonizes and modernizes its branding of many of its different apps and services, subscribers will experience more unification to the visual language on iPhones, iPads, Macs, Apple TVs, and more.
In short, the new redesigned Apple One logo is an aggressive appearance for Apple.
The change is not purely aesthetic but a more fundamental strategic change, strengthening the all in one subscription package as a historic component of the Apple digital infrastructure.
As a subscriber, you can look forward to the new appearance appearing on your devices and marketing materials in the coming months but you still get to enjoy the entire range of services offered by the same umbrella of Apple One.
