New Apple TV Logo Is Made with Real Glass
No CGI.
Apple TV logo has dropped the "+" and become more colorful, but, unusually for today's world, the new image for the intro was built from real glass and not done with CGI.
Aside from the missing plus sign, the new animation shows colorful glass panels rotating – made with practical lights and skillful camera work by Optical Arts, Finneas, and TBWA\Media Arts Lab.
Interestingly, many people in the comments wonder why Apple didn't use CGI in this case, as this approach likely requires more money, time, and effort. How the times have changed.
According to AdAge (via AppleInsider), it's because of Apple's vice president of marketing communications Tor Myhren, who said at Cannes in 2024 that Apple values human artistry and continues to use human labor despite following the AI trend.
AdAge
Speaking of glass, earlier this year, Apple announced Liquid Glass, a translucent design that reflects and refracts its surroundings, which got mocked for looking like the 2007 Windows Vista and presenting it as something revolutionary and not what Android phones had for a while.
Many artists then recreated the material in various creative ways.
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