Apple's NEW TV Intro - Behind The Magic!

This is a new Apple intro. Looks kind of cool. Quite easy. You could probably probably knock that out in half a day, right? That's not Apple. That ain't Apple. They made this. This is practical. They what they call practical effects. Well, it's basically a load of glass panels, colored glass panels and a lighting setup. It's one sheet. They're lighting it differently and then editing all of that together. It's not like multiple Exactly. So there is a lot of editing going on and some people here might will get into it think that why not do it in 3D why not do it with completely like with After Effects because you could do it with any of these tools and you know you could try to do it with AI but doing it practically is different like it adds that layer of depth and that like details that you can add and that control that you can have uh that you can't do otherwise. Um I think also without being too again pessimistic about it, it also gives you this behind thes scenes footage that you can talk about and in the age of AI where everything is just created with a single prompt. There's no, you know, there's no there's none of this. Do you know what I mean? That you can talk about it. You can show it's refreshing. It's it there's this it's more it's more about this. It's more about the human connection storytelling than the actual intro itself. Do you know what I mean? So that's all I'll say there is that it it's for the behind the scenes. But that that that's that's an emotional intentional decision otherwise they wouldn't film the behind the scenes, right? Yeah. Yeah. Exactly. And I want to show something very much along the lines. Uh have you seen the Microsoft Windows logo? Oh yes, I do know. Yeah. The background. Yes. So a lot of people might have thought that this was um also CGI. No, this is this is completely practical. So they have the like these I don't know windows or glasses and they project light but they they do so many different things. And here you can even see probably they're doing some sort of like 3D stuff maybe even uh but the actual thing is happening in in real. That's cool. And then they they introduce like actual lasers and actual smoke and the smoke and the lasers and like the light and imagine layerings. It's look this is it's crazy how they ended up because the the default background is none of this interesting stuff, right? It's uh it's just the boring thing. But so how can we see there it is. Yeah, this is the final one. So this is an actual picture then. This is really really really cool. So Apple did this behind the scene and uh I had to make it about Framer again, but uh the the guy who works at Framer and he makes videos for Framer. He posted this and it's this is mostly trolling a bit and you know having fun with it but he made he remade the same thing with lol and he you know with AI. So this is a this is AI is it? Yeah obviously he literally taking the Apple video look this is like even the let's even compare it. Yeah. No. So he must have put in that thing for training data then because it's it looks ex it's not like this uh similar it's the same look but I think he you know there there's probably a lot of work that went into this. Did Andy create a behind the scenes because again people don't appreciate when something is AI slop versus when something is created with well this is my point. This is AI slop to me because this is literally taking somebody else's work, right? And saying like change it to, you know, change the the Apple logo to something else to change it to whatever. Um, well, he did lol to make fun of it, but uh, how can I what's his what's his joke? Uh, okay. So, here he says, "You can't read this until I find out the link. how easily people are influenced by a narrative feticization of real given the amount of V effects needed to actually get the result. So he's just saying why are we still doing this and why are we hanging on to this but you know Yeah. And he all he's also saying like why people care about the real and to me it's about effort. We've been saying this for a long time. All I'll say, I don't want to get too deep here to Annie if you'll ever watch this. My history with web flow is not so pretty. Um, I got addicted to being controversial to web flow for little to no reason, right? It got views. I was like, okay, well, if I and in fact, people found that refreshing about my honesty because I would look at that pessimistic side. All I'll say to Andy is don't fall in love with the controversy. like the world is a much better place needs better, you know, more positivity in it. We don't need negativity. Your stance was a stance of like honesty. You were honest about web flow and you kind of pushed it towards the limits, right? Uh the way you said you were you weren't lying. It was just the way you said it, it was harsh. That's why you went viral, you know, the web flow u comments. Um, anyway, this to me is a bit different. I'm not offended by this, but I don't like it. Uh, that that's how I see it. And this person uh I don't know who he is, but he he made this comment and I kind of agree with this. So, he says, "Congrats. You you have literally point blank proven that AI steals human work. You couldn't conceptualize this on your own." Well, I'm not like necessarily agreeing with this, but he didn't in this case, and he didn't conceptualize this on his own. Someone else created and executed the project just for you to download the video, feed into uh an AI video generator and type change the Apple logo to LOL, then then pat yourself on the back like you had any skill involved and um creating the final product. He's essentially saying this is stolen work. There is no creativity in it. And this is a bit mocking um the actual effort that went into the actual work. So my question is what side are you people are on? Should you should you just use AI to copy something in get inspiration or copy something or like go through the actual process like creative process of creating something from scratch. This is probably like not this but the one from web uh the one from Apple is inspired by something else. I mean we have the Windows uh version from a decade ago right? This is literally from 10 years ago, right? So, all of these are compounding. That's Yeah, the AI I mean, all I'll say and this probably you never thought would leave my mouth, but all I'd say I think what Andy is has done is art, right? He's making a statement on feticization of real. I don't agree with his like why is that wrong? Why is that such a big deal? Why is it such a detriment on our um you know to to to love real things? Because you can you can love uh digital and real you know both can be the same, right? Just because people express a dis distaste for this specific implementation of something that's real and how great that it is real doesn't mean that they can't love AI and love what AI is capable of. So what what Andy has done he he's making a statement here. it's less about the LOL and the the actual implementation. So, I will commend that aspect, but um yeah, I don't know whether his I go back to me saying don't fall in love with the controversy statement. I don't know whether his uh motivations for feeling this way are driven by his desire to cause controversy and and you know, yeah, we don't know that. But he's entitled to do whatever he wants. Do you know what I mean? Um, as with everyone, like I'm it's not too too upset about it. I just Yeah. I if if his art is not something that I agree with and that's that's why art is put out there, right? To disagree and to to form your own conclusions and this that and the other. Anyway, art is an expression of how human feel. And if he feels about it this way, by that definition, it is art. [clears throat] But to me, uh, I still care about the effort that goes into things, and I think most people do. That's why most people don't like AI. So, this is part of a larger conversation on my show, Command AI, which we stream live every single week. We discuss the news and all things related to AI in the world of design and web. Catch us next week and join in the banter.