All of Apple's series and movies already use the company's stunning new logo for the recently renamed Apple TV (RIP Apple TV+), which I believe is a clue that the company may be reviving its theatrical release strategy.
Listen up: there were reports that Apple was considering launching its own theatrical distribution division prior to the rebrand's announcement this week (see the video below). Sources told the WSJ that in June, Apple executives were debating the possibility of growing into the region.
Although there has not been any further information subsequently, there have been hints that Apple TV may be concentrating more on theatrical releases. Consider Sean Gamble, the CEO of Cinemark, who told The Hollywood Reporter that he was "optimistic" that additional Apple Original films would be shown in theaters.
Coming from the chairman of one of the largest theater companies in the United States, it may not come as a huge surprise. However, I should note that this was stated before to the release of the film F1, which made a substantial profit at the box office after earning nearly $630 million (on a budget of $200–300 million).
This is noteworthy since, according to the same WSJ source, Apple chose to utilize Warner Bros. Discovery to distribute F1 in theaters in exchange for a cut of the box office receipts in order to save overhead expenses.
Apple might increase its revenue from its theatrical hits by investing in its own distribution company. A few years back, when Bloomberg revealed that the tech corporation was aiming to spend $1 billion annually on movies to get into theaters, it had set its sights on expanding its theatrical releases.
It is possible that things are finally turning around, even though those plans were abandoned after a series of Apple TV Original Films underperformed at the box office, forcing the company to change its release schedule for the film Wolfs. After all, there is ample evidence that a film's performance can be increased by theatrical runs prior to its release on one of the top streaming platforms.
A growing number of streamers are experimenting with the technique, ranging from simultaneous streaming releases to limited theatrical engagements. Even Netflix, which has expressed its negative views about the theater industry, has been shifting its stance after a number of films were released this year alone, including Frankenstein and the sing-along version of KPop Demon Hunters.
This leads me to Apple TV's new, much more energetic introduction, which is the most recent indication that the service is concentrating more on theatrical films. Since the little things matter and a film studio's opening is one of the most crucial components of soft marketing for a production company, I interpret this as an indication that Apple wishes to increase its film investments.
Whether you like to notice them or not, the opening logo is quite important since it has come to represent the films that a studio produces. Consider Universal Pictures' spinning globe or Metro-Goldwyn-Mayer's (MGM) symbol, Leo the Lion. These pictures are memorable for a purpose and serve as a prelude to every studio movie you see, establishing the mood of the picture.
To be clear, I know this would only be part of the reasoning (ticket sales and marketing will be the big sells for any reason why), but I still think it would be a good move for Apple to want to invest in bringing more people together at movie theaters in a time when theatrical experiences are not as sought after as they once were.
The fact that Apple's design firm, TBWA\Media Arts Lab, created its new logo by constructing a real glass structure of the Apple logo that they filmed for the new Apple TV intro shows that the company values the craft of physical productions (you can see how they did this in the video below).
Furthermore, Finneas, also known as Finneas O'Connell, was hired by the firm to compose the music, making the rebranding a huge endeavor that would have significantly reduced Apple's cash flow. When the new 12-second cinematic version is released in theaters, it will all be worthwhile, but for that to happen, an Apple Original Film must be released.
