Made (By Humans) in California
Apple has introduced a new intro logo for Apple TV that emphasizes human craftsmanship over digital perfection. This decision comes as a response to previous criticism regarding their reliance on technology in advertising. The new logo, created using physical glass and practical effects, signifies a return to the brand's roots and a commitment to the creative community.
- ▪The new Apple TV intro logo was made from actual glass and filmed using practical effects.
- ▪Apple's marketing VP stated that 'AI will not save advertising. The human touch is our superpower.'
- ▪The decision to use physical materials marks a shift back to Apple's original brand ethos of valuing human creativity.
Opening excerpt (first ~120 words) tap to expand
Made (by humans) in California by Antonin May 26, 2026 · 4 min read Very recently, I was hunting for a new TV show and clicked on Apple TV, drawn in by the buzz surrounding Margo Has Money Troubles. I launched the first episode and got hooked by the new intro logo. It caught my eye because it felt weirdly alive. There was a specific, imperfect flicker of light across what looked like “organic glass”. It lacked the sterile, mathematically perfect glare we’ve become numb to in modern streaming intros. Then a friend told me how it was actually made: this wasn’t rendered on a server farm but carved from actual glass, lit by hand, and filmed in a blacked-out studio like a 1960s Kubrick shot.
…
Excerpt limited to ~120 words for fair-use compliance. The full article is at A journey into a wild pointer.
Discussion
0 commentsMore from A journey into a wild pointer
