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Apple. A brand that is more than known for distinguishing everything. Products, branding, and most of all, strategy. In today’s world, where the world is filled with so many distractions led by the laziness that comes with the dependency on AI and machines to get our work done, Apple didn’t bow down. They, again, decided to stand on the side of human innovation.
Their newest move includes the new Apple TV rebrand of the intro. An intro that now feels more like a brand statement rather than a rebrand. These are not just a few seconds of motion mixed with a tune. It is the implementation of an artistic vision. One that proves how “art will forever belong to humans.”
An Intro Built the Old-Fashioned Way
Instead of relying on CGI or the perfection that comes with AI, Apple proved how it deserves its own name carved under the OG tree. Apple took things back to props, glass, camera moves, and lighting. Every single frame of the new intro was built and shot by creatives physically. The crew captured real reflections and implemented organic color gradients with authentic motion.
Apple made sure that they use tangible materials to reflect on how human innovation with imperfectionism can actually be eventually perfect. The glass was able to act like a living sculpture that is layered and illuminated to blend light into Apple’s iconic mark. The absence of CGI becomes the sole statement of power. One that shows refusal towards letting creativity lose its touch.
Giving the Apple Identity a Sound with FINNEAS
The new mnemonic that complemented the creativity (and color layers) of the visual was composed by the one and only FINNEAS. Aka Finneas Baird O’Connell or even Billie Eilish’s brother. The choice of FINNEAS to compose what later would be the Apple TV identity distinguisher was not random. FINNEAS is known for his emotional precision along with his minimalistic approach to sound.
He was simply the perfect choice for crafting an audio mnemonic that sets for Apple the perfect emotional stage. Trailers, show intros, and that 12-second cinematic opener, all variations of the intro’s tune, were made to ensure that premium feel you’ll get before watching. It’s a small but powerful reminder that sound, too, is a deeply human art form. One that can’t be fully simulated by AI prompts or data-driven composition.
Dropping the “+” but Raising the Standard
Another not-so-random choice of rebrand was the dropping of the “+” symbol next to Apple TV. Now it’s only Apple TV. And as I see it, it is a quite subtle move that strengthens the fact that when the experience is elevated enough, you needn’t add anything extra. This is a small yet powerful message of confidence. It focuses on the shift from the platform’s identity to what kind of experience it has to deliver.
The Human Touch Still Defines Innovation
The new intro introduced to us by Apple shouldn’t be perceived as just an aesthetic update. It is more of a reminder. One that states how innovation is not about abandoning humanity for efficiency. It is more about blending technology with that undeniably creative human instinct we have.
One that consists of art, emotion, and passion. Yes, the world may now be driven towards being dominated by AI-generated everything, but Apple? They know better than to fall down such spiderwebs. They simply know how to prove that their powerful creations come from human hands.
