Apple TV’s striking new intro sequence — unveiled earlier this week as part of the streamer’s rebranding from Apple TV+ — was made entirely with real glass and light, not CGI. The cinematic visuals that now precede Apple content were built practically and captured in-camera, reports Ad Age , marking one of Apple’s most tactile branding efforts to date in an era dominated by digital rendering and generative AI.

The new branding was created in collaboration with Apple’s longtime advertising agency, TBWA\Media Arts Lab, with production handled by London-based Optical Arts. The visual identity centers on shifting layers of colored light, designed to symbolize the breadth of genres and emotions Apple TV has cultivated since its 2019 debut. Each layer of colour glides and refracts like living g

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