Looks cool, but I think of it more as a fresh breeze of marketing than a new visual identity.

Yeh very nice but I'd rather Apple concentrated on the app and focus on creating a better user experience

not really a new identity though I think.

If the effort they put half the effort into their app, then I would consider going back to Apple Music

Love this marketing material, but the app does not convey this branding at all in my mind

This is almost the same concept as this (better) Google Play campaign from 2014. Bit too close I reckon

https://www.youtube.com/watch?v=77rY1RDnomU

This is just a modern version of the MTV Hats artist campaign from way back when:

http://payload190.cargocollective.com/1/12/395016/6102202/mtv-hats_905.jpg

I like it.

This reminds me of those MTV commercials between the videos...and not really in a good way to be honest. Although the animations and graphics are really nice, somehow it doesn't fit with Apple Music with me, it's just too messy. Maybe it's just because I hated those MTV commercials though ¯_(ツ)_/¯

reminds me of https://handmadefont.com/

It's pretty. That's...about it.

I agree with the few comments about it not really being a new visual identity. Nonetheless, I think it's a really well executed marketing campaign.

Reminds me of the Major Lazer – Light it Up videoclip.

Looks like something from the 80s. Seen this trend in a bunch of places.