Apple has a long-standing tradition of hosting live events where they introduce revolutionary new technology. These events are held live and streamed by millions of people around the world. For weeks prior to the March Apple event, tech blogs fueled rumors that Apple would be announcing their new entertainment platform. The title sequence, which premiered live at Steve Jobs theater, immediately validated their suspicions, and transported the millions of people watching directly into the world of film. From the well-known innovations like the Macintosh to the lesser known references that only diehard fans would know, like “Misfits, Rebels, and Troublemakers,” each movie credit featured something related to Apple’s history.

We wanted a track that was energetic, robust and had instrumentation that felt reminiscent of classic Hollywood films while being unmistakably modern. The song, “Love,” performed by Unloved, and composed by David Holmes was the perfect fit. Holmes is a musician and composer famous for his work in film, most notably creating theme songs for the Ocean’s Eleven franchise. The 60’s era jazz influence of this track succeeded in keeping a frenetic pacing, while also giving us many peaks and valleys to edit our animation to, which Holmes rearranged for specifically for this film. It starts strong, but steadily escalates and builds until the final crescendo, where a countdown begins and we announce the beginning of the show.