Apple has introduced a new brand identity for Apple Music featuring the Liquid Glass design language. The rebranding includes a behind-the-scenes production involving a design agency, a music producer, and specialized equipment like a mineral oil tank to transmit audio signals into physical ripples. While the redesign is typical for a $5 trillion company, some critics find it pretentious.
The brand refresh comes as Apple navigates design choices in an AI-dominated landscape, emphasizing human craftsmanship over automated content. The company's extensive resources were invested in creating the visual identity, which includes transparent panels and oil interaction footage. Despite mixed reactions to the aesthetic changes, the rebrand represents Apple's ongoing effort to maintain a distinct presence in the music streaming market.
The design choices reflect broader industry trends while attempting to differentiate the service through tactile, human-made visual elements.
Source: Ars Technica · Summarized by HeadlinesBriefing