Branding as a glow

With Apple Intelligence in 2024, Siri stopped being an orb and became a soft multicoloured glow that runs around the edges of the display while it listens.

It is the smartest brand move in the archive because it is not a mark at all. The identity is a behaviour. You recognise it from across the room, on someone else's phone.

Apple still leaned on the rainbow gradient like everyone else, but it put the gradient in motion and on the edge of the hardware, where no competitor can follow.