Apple Creates the New Apple TV Logo and Intro Practically—Without CGI

According to CinemaDrame News Agency, Apple has revealed through a new behind-the-scenes video that the colorful new Apple TV logo and intro sequence were created entirely practically, using real glass and no computer-generated effects.

The company collaborated with Finis on the logo’s sound design, while the visual concept was developed by TBWA\Media Arts Lab.

Apple crafted the Apple TV logo entirely out of real glass and filmed it directly in front of the camera, using carefully designed lighting to give it a cinematic appearance. The decision to shoot the intro through practical, non-digital methods reflects Tor Myhren, Apple’s Vice President of Marketing Communications, and his passion for showcasing real-world detail.

Myhren, speaking during a side event at last year’s Cannes Lions Festival, stated that despite the growing popularity of AI tools, Apple remains committed to celebrating human artistry.