New Apple TV Intro Was Made With Practical Effects

[MacRumors]

The all-new intro sequence for Apple TV was made with practical effects and shot in-camera, Ad Age reports.

Rather than using digital techniques, the new sequence was made by shooting large glass versions of the Apple TV logo, with physical motion and changing lighting used to create effects. Apple partnered with TBWA\Media Arts Lab to create the intro.

Ad Age released an exclusive look brief behind-the-scenes clip showing some of that process, which was then shared on X:

https://twitter.com/x/status/1986419403253035080

The intro now plays before all Apple TV content. The company has made a one-second-long sting for trailers, along with a five-second-long version for TV shows and a 12-second-long cinematic version for movies. It is accompanied by a new sound composed by Finneas.

Earlier this week, Apple's rebrand of Apple TV+ was made official, with Apple updating the ‌Apple TV‌+ page on its website to read just "‌Apple TV‌" and updated app icons rolling out across devices.

Article Link: New Apple TV Intro Was Made With Practical Effects

 

[tomtad]

Can you put resource into updating iWork and not this crap please

Regards, everyone

 

[attohs]

How much did this cost?

 

[rymc02]

why'd they get rid of the Mac startup sound?

 

[YourBoss]

ok nice nobody cares -- AI can do this in five minutes. next!

 

[Michael Scrip]

Reminds me of the old HBO intro from the 80s

😎

 

[CalebOfReese]

Can you put resource into updating iWork and not this crap please

Regards, everyone

Something tells me their TV division has absolutely nothing to do with, or has no bearing on whatsoever their App Division. Like it or not, Apple is a behemoth now. They have many divisions and factions with totally independent budgets that have nothing to do with each other.

This is like being mad at a Wells Fargo in San Francisco because the staff at a Wells Fargo in New York were rude to you.

 

[jarman92]

Can you put resource into updating iWork and not this crap please

Regards, everyone

“Apple partnered with TBWA\Media Arts Lab to create the intro.“

 

[DocMultimedia]

Interesting story. I do like the look of the logo.

 

[jarman92]

why'd they get rid of the Mac startup sound?

Turn the Mac startup sound on or off - Apple Support

Use Sound settings to turn the startup sound (chime) on or off.

support.apple.com

 

[yoavcs]

Something tells me their TV division has absolutely nothing to do with, or has no bearing on whatsoever their App Division. Like it or not, Apple is a behemoth now. They have many divisions and factions with totally independent budgets that have nothing to do with each other.

This is like being mad at a Wells Fargo in San Francisco because the staff at a Wells Fargo in New York were rude to you.

I’m sure it was more a remark meant to say that Apple should start focusing on its core again.

I completely agree.

 

[sunapple]

Very fitting and very cool. Especially in the age of AI slop. Now let me have a real human set my egg timer when I yell at Siri.

 

[yossi]

Very fitting and very cool. Especially in the age of AI slop. Now let me have a real human set my egg timer when I yell at Siri.

At least yours sets the timer. 1 out of 10 times when I ask SIRI on my watch to set a timer, she says "I dont have an app installed for that"

 

[macgeek86]

This is REALLY cool. I love that Apple is still hiring, working with, and using real art and artistry. To all the people downplaying this, you don't get it.

 

[froot1988]

this community is the absolute worst lmao

 

[TheBeverage]

This is actually really neat!

 

[sunapple]

ok nice nobody cares -- AI can do this in five minutes. next!

Apple puts in little effort - Apple sucks!
Apple puts in a lot of effort - Apple sucks!

 

[irj]

How much did this cost?

About 4 minutes of Apple revenue

 

[WarmWinterHat]

About 4 minutes of Apple revenue

Seconds.

 

[CharlesShaw]

Dang it, MR, some of us eagerly awaiting a new Apple TV keep misreading the headlines, LOL.

 

[roklanhavok]

This is a waste of money. I love Apple, but this just shows how far behind they are in both developing and using AI.

 

[spunkystrawberries]

It gives me some retro NBC peacock vibes.

 

[WarmWinterHat]

This is REALLY cool. I love that Apple is still hiring, working with, and using real art and artistry. To all the people downplaying this, you don't get it.

It's cool that they didn't use AI/CGI and used actual physical special effects.

I don't like the new intro, but I appreciate that it's real.

 

[irj]

I think Steve would approve. Apple has a long history of tasteful engagement with ad / design / brand agencies. Doing something no one else would bother to do in camera is welcome when anyone and everyone is barfing out digital garbage.

 

[yoavcs]

Apple puts in little effort - Apple sucks!
Apple puts in a lot of effort - Apple sucks!

It’s not effort.
It’s useless posturing.

It is Johny Ives personified.
All form, no function.