The new human-crafted Apple Music brand matters in an AI world

Apple revealed a new Apple Music brand identity built around its Liquid Glass design language, and a behind-the-scenes video shows the work involved: design agency TBWA/Media Arts Lab, producer Fred again.., a crewed set, and a mineral oil tank with a transducer used to turn audio signals into physical ripples against branding printed on transparent panels. The author, generally skeptical of the new design language, found the rebrand notable because of that human-crafted process.