[10:37 Sat,8.November 2025 by Thomas Richter] |
In the course of renaming Apple TV+ to Apple TV, Apple has introduced a new intro that will be shown before every film. It looks computer-generated, but is entirely produced analogically. Apple is deliberately going against the trend, as video clips are increasingly being made with the help of generative AI (see the linked article). Apple Vice President Tor Myhren himself emphasized the optimistic message of the importance of human creativity in the age of AI at the Cannes Lions advertising festival in June, which affects not only the production of advertising but also the films and series on Apple TV itself.
;) In collaboration with the agency TBWAMedia Arts Lab and the London studio Optical Arts, a glass model of the Apple logo was specially created and filmed with the camera, complete with effective, varied reflections and color gradients in different lighting moods. The result is a multi-colored shimmering animation of the Apple TV logo with softly flowing color gradients. The new intro stands in stark contrast to the old intro, in which the white Apple TV logo was only minimally animated. Together with Apple&s design team, a custom typeface called SF TV was even developed for the spot. The new, elegantly colorful intro is intended to position Apple TV as a place for high-quality cinematic storytelling. ;) The new sound for the intro was composed by the musician Finneas O’Connell, the brother and songwriter of Billie Eilish. Although the music was digitally finalized, it is based on a real piano. ;){kind=logo}
A five-second version runs before series, a longer 12-second version before full films, and a one-second version for trailers. Here is a direct comparison of the old and new, short and longer intros:
 more infos at bei www.youtube.comdeutsche Version dieser Seite: Neues Apple TV Intro - Logo aus Glas statt KI und CGI |
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