What happened
Apple revealed a new Apple Music brand identity, and its behind-the-scenes video shows a design agency, producer Fred again.., a crewed set, and a mineral oil tank with a transducer.
Why it matters
The author argues that visibly showing the human hands making things matters in a world of AI slop, even if the rebrand itself is a typical Apple trend.
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The author normally wouldn't find an obvious rebrand notable, but Apple's behind-the-scenes video changed that. The clip, just over a minute long, shows a design agency (TBWA/Media Arts Lab), producer Fred again.., a crewed set with cameras and lighting, and a mineral oil tank with a transducer that turns audio signals into physical ripples. The oil was chosen for its higher viscosity and filmed interacting with branding printed on transparent panels. The author calls it 'pretty peak Apple'—pretentious but backed by the resources of a $5 trillion market cap—and argues that in a world of AI slop, showing the human hands making things helps. Fast Company has a detailed breakdown of the technical aspects.
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