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CULTURE:đź“ŤApple creates without AI, What not to do for yourself, and Desperate Rebrands
Culture, creativity, and some important questions you didn’t see coming...
culture pilot
November 20, 2025 • 3 minutes
Sometimes the hardest part of progress is deciding what not to do yourself.
Let’s get into…
SERIOUS
QUESTIONS
YOU SAID IT
Last issue we asked: What’s a moment you knew THAT SHIT would never happen again?
You said:
“I agreed to go with some friends for a 10-mile trail run. I should note that I didn’t have much trail experience but I thought I could handle it. Technically I did, but I lost count of the hours and pain I was in. It made me realize that the true friendships are the people who still waited for me at the end.”
and…
“Since it’s the season, I volunteered to deep-fry the Thanksgiving turkey for our large family one year. I’d watched it on YouTube and figured I had it down, except I missed one key detail. Turns out frozen turkeys make oil shoot 30 feet into the air like a volcano. All I remember is everyone yelling and laughing while I fell backward during the explosion. I came out unscathed, and the turkey actually came out well too, but my driveway is still permanently stained.”
Let that be a lesson to us all.
Next up:
Desperate Rebrands
It probably comes as no surprise that we’re constantly judging brands. Every. Single. Day.
We can’t help it. First world problem? Perhaps. But come on! We visit, buy, scroll, click, subscribe (and sometimes complain) all without thinking too much more about it.
Until the next time.
From terrible shop signage to logos that feel stuck in 1984, or websites with no information that look like they were meant for dial-up.
But if the product or service is good, we keep coming back.
Tell us: What’s a brand that REALLY needs to be refreshed and brought up to speed in 2026?
SOMETHING NON-AI
While everyone else is making ChatGPT part of their daily life or battling the AI Search Results paradox, Apple is out here showing us what the opposite challenge looks like.
For the recent Apple TV rebrand, they created a made-for-TV logo animation that is as traditional as it gets, with no CGI. Just glass, light, and cameras. And we find it quite refreshing.
Go behind the scenes in this 30-second video to see how it was created: New Apple TV LOGO shot in a Studio »
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