Apple Music Unveils Human‑Crafted Brand

Apple Music poured its $5 trillion‑sized clout into a one‑minute, oil‑ripple brand film. The new visual language, dubbed Liquid Glass, replaces the old rounded corners. Apple hired TBWA/Media Arts Lab to craft the look and feel. Pop producer Fred again. supplied the soundtrack, adding a human touch. A mineral‑oil tank with a transducer turned the brand logo into physical ripples. The oil’s higher viscosity made the ripples visible on transparent panels. Apple says the human‑crafted approach counters the AI‑driven noise flooding streaming services. The video runs just over a minute, keeping the pitch short and memorable. Critics note the design feels pretentious, but the effort proves Apple still bets on spectacle.