Oman today_ Apple has released a video demonstrating that the new, colorful Apple TV logo and intro were created entirely using real glass and through practical effects, with no computer-generated visual effects involved. For the logo’s sound, the company collaborated with Phineas, while the visual elements were designed with the help of TBWA and Media Arts Lab.
During the production process, the Apple TV logo is crafted from glass and positioned in front of the camera. Cinematic lighting is then applied to give it a striking and visually captivating appearance. Apple’s decision to produce the intro using practical, non-digital methods reflects the passion of Tor Myhren, Apple’s Vice President of Marketing, for showcasing fine details and human artistry. At a side event during last year’s Cannes Festival, he emphasized that despite the growing use of AI tools, Apple continues to value handcrafted art and human creativity.