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

- URL: https://talkfuse.com/story/the-new-human-crafted-apple-music-brand-matters-in-an-ai-world/
- Published: 2026-10-21T19:44:40+00:00
- Updated: 2026-10-21T21:25:51+00:00
- Original publisher: Ars Technica
- Original article: https://arstechnica.com/culture/2026/10/the-new-human-crafted-apple-music-brand-matters-in-an-ai-world/
- Topics: AI, Entertainment, Music, Technology

## Key points

- Apple Music has a new Liquid Glass identity.
- Its video shows people crafting the visuals in a physical set.
- The author says visible human effort matters in an AI-saturated world.

## Summary

Apple has introduced a new visual identity for Apple Music using its Liquid Glass design language. The article argues that the accompanying behind-the-scenes video makes the rebrand noteworthy because it shows the human work involved in creating it, at a time when AI-generated imagery is becoming common and harder to distinguish from human-made work.

The video features design agency TBWA/Media Arts Lab, producer Fred again.., and a crew using mineral oil, audio-driven ripples and transparent panels to create images of the branding. The author describes the production as elaborate but carefully executed, and says showing the process helps viewers value the people, time and creativity behind the finished visuals.

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Summarised by TalkFuse (https://talkfuse.com/). Quote the original publisher for the reporting and link this page for the summary and discussion.