Apple Inc. design motifs
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Apple Inc. Apple Inc. is an American multinational technology company headquartered in Cupertino, California, United States. Apple is the largest technology company by revenue (totaling in 2021) and, as of June 2022, is the world's biggest company b ...
products has had various design motifs since its inception. Recent motifs were mainly developed under the collaboration of
Steve Jobs Steven Paul Jobs (February 24, 1955 – October 5, 2011) was an American entrepreneur, industrial designer, media proprietor, and investor. He was the co-founder, chairman, and CEO of Apple; the chairman and majority shareholder of Pixar; a ...
and
Jony Ive Sir Jonathan Paul Ive (born 27 February 1967) is a British industrial and product designer, as well as businessman. Ive was the chief design officer (CDO) of Apple Inc. from 1997 until 2019 (known as senior vice principal of industrial desig ...
beginning in 1997, radically altering the previous Apple computer designs.


Snow White

The Snow White design language was developed by
Hartmut Esslinger Hartmut Esslinger (born 5 June 1944) is a German-American industrial designer and inventor. He is best known for founding the design consultancy frog, and his work for Apple Computers in the early 1980s. Life and career Esslinger was born in ...
's
Frog Design frog (styled as ''"frog, part of Capgemini Invent"'') is a global creative and design consultancy founded in 1969 by industrial designer Hartmut Esslinger in Mutlangen, Germany, where it was initially named “esslinger design”. Soon after the ...
, and was used from 1984 to 1990. The
Apple IIc The Apple IIc, the fourth model in the Apple II series of personal computers, is Apple Computer's first endeavor to produce a portable computer. The result was a notebook-sized version of the Apple II that could be transported from place to pl ...
was the first Apple product to use the design language. Snow White is characterised by its heavy use of vertical and horizontal lines for both decoration, ventilation and to create the illusion that the computer casings were smaller than they actually were. The colour palette mostly consisted of light gray (Platinum) and off-white (fog). Other motifs include minimal surface texturing and an inlaid three-dimensional Apple logo which was diamond cut to the exact shape. The last Apple product to use the Snow White design language was the
Macintosh IIfx The Macintosh IIfx is a personal computer designed, manufactured and sold by Apple Computer from March 1990 to April 1992. At introduction it cost from to , depending on configuration, and it was the fastest Macintosh available at the time. ...
which was released in 1990. The Snow White design language established Apple as a design leader in the consumer electronics industry. It set trends for the computer industry as well as changing the industry's perception of how computers are designed and manufactured.


Translucency

This first phase appeared in 1997 with the
eMate The eMate 300 was a personal digital assistant designed, manufactured and sold by Apple Inc., Apple Computer to the education market as a low-cost laptop computer, laptop running the Newton OS, Newton operating system. It was the only Newton D ...
, followed in 1998 with the release of the
Power Macintosh G3 All-In-One The Power Macintosh G3 (also sold with additional software as the Macintosh Server G3) is a series of personal computers designed, manufactured, and sold by Apple Computer from November 1997 to August 1999. It represented Apple's first step towa ...
and the original
iMac iMac is a family of all-in-one Mac desktop computers designed and built by Apple Inc. It has been the primary part of Apple's consumer desktop offerings since its debut in August 1998, and has evolved through seven distinct forms. In it ...
. This motif was later applied to the first
iBook iBook is a line of laptop computers designed, manufactured, and sold by Apple Computer from 1999 to 2006. The line targeted entry-level, consumer and education markets, with lower specifications and prices than the PowerBook, Apple's higher-en ...
models released in 1999, and the blue-and-white
Power Mac G3 The Power Macintosh G3 (also sold with additional software as the Macintosh Server G3) is a series of personal computers designed, manufactured, and sold by Apple Computer from November 1997 to August 1999. It represented Apple's first step towa ...
and their accompanying Studio Displays. The design was characterised by
translucent In the field of optics, transparency (also called pellucidity or diaphaneity) is the physical property of allowing light to pass through the material without appreciable scattering of light. On a macroscopic scale (one in which the dimensions a ...
surfaces with either a candy-like or milky-white coloring and soft, bulging contours. Subdued vertical
pinstripes Pinstripes are a pattern of very thin stripes of any color running in parallel. The pattern is often found in fashion. The pinstripe is often compared to the similar chalk stripe. Pinstripes are very thin, often in width, and are created with ...
were made to show through the translucent faces of these products. Printed on the back panel for ports and agency approval marks was a lenticular plaque that contains a wavy 3D pattern. AC power cords were also translucent, with the twisted wires visible within them. The translucency and colors in this style appear to have been inspired by
gumdrop Gumdrops are a type of gummy candy. They are brightly colored pectin-based pieces, shaped like a narrow dome (sometimes with a flattened top), often coated in granulated sugar and having fruit and spice flavors; the latter are also known as spic ...
candies, and Ive reportedly visited
confectionery Confectionery is the art of making confections, which are food items that are rich in sugar and carbohydrates. Exact definitions are difficult. In general, however, confectionery is divided into two broad and somewhat overlapping categories ...
plants to learn to replicate the gumdrop's visual effect. Ive and his team went on to develop novel manufacturing techniques in order to build products based on this design motif. Only the
PowerBook G3 The PowerBook G3 is a series of laptop Macintosh personal computers designed, manufactured, and sold by Apple Computer from 1997 to 2001. It was the first laptop to use the PowerPC G3 (PPC740/750) series of microprocessors, and was marketed as t ...
was uninfluenced by the translucent style (with the exception of a translucent, bronze-colored keyboard on the Lombard and Pismo models), and retained its opaque black casing until it was replaced by the Titanium PowerBook G4 in 2001. In 2013,
iOS iOS (formerly iPhone OS) is a mobile operating system created and developed by Apple Inc. exclusively for its hardware. It is the operating system that powers many of the company's mobile devices, including the iPhone; the term also includes ...
went through a major redesign with the release of
iOS 7 iOS 7 is the seventh major release of the iOS mobile operating system developed by Apple Inc., being the successor to iOS 6. It was announced at the company's Worldwide Developers Conference on June 10, 2013, and was released on September 18 o ...
in September. Much of the refreshed UI had a translucent effect, noticeable in places like the Notification Center, Control Center, the multitasking screen, and Apple's Remote app for iOS.
OS X macOS (; previously OS X and originally Mac OS X) is a Unix operating system developed and marketed by Apple Inc. since 2001. It is the primary operating system for Apple's Mac computers. Within the market of desktop and lapt ...
went through a major redesign in 2014 which was similar to iOS 7, with the release of
OS X Yosemite OS X Yosemite ( ; version 10.10) is the eleventh major release of macOS, Apple Inc.'s desktop and server operating system for Macintosh computers. OS X Yosemite was announced and released to developers on June 2, 2014, at WWDC 2014 and rel ...
. Yosemite's refreshed UI had translucent effects seen in the Dock, the user login window, Notification Center, and in the Safari web browser.


Colors

The candy color on the first iMac model is called "
Bondi blue Blue-green is the color that is between green and blue. It belongs to the cyan family of colors. Variations Cyan (aqua) Cyan, also called aqua, is the blue-green color that is between blue and green on a modern RGB color wheel. The ...
", a reference to the color of the water at
Sydney Sydney ( ) is the capital city of the state of New South Wales, and the most populous city in both Australia and Oceania. Located on Australia's east coast, the metropolis surrounds Sydney Harbour and extends about towards the Blue Mountain ...
's
Bondi Beach Bondi Beach is a popular beach and the name of the surrounding suburb in Sydney, New South Wales, Australia. Bondi Beach is located east of the Sydney central business district, in the local government area of Waverley Council, in the Easter ...
. The "Bondi blue" iMac was replaced with five fruit colors in January 1999: "Blueberry" (a bright blue); "Grape" (purple); "Tangerine" (orange); "Lime" (green); and "Strawberry" (pinkish red). Two of these, "Tangerine" and "Blueberry", became the first colors for the iBook. Blueberry was also the color for the Blue and White Power Mac G3 and its displays. These candy colors heralded a trend in consumer goods where everything from clock radios to hamburger grillers sported bright plastic translucent enclosures. In late 1999, the iMac's fruit colors were joined by a quieter color scheme called "Graphite", in which the colored elements were replaced with a smoky grey and some of the white elements were made transparent. Graphite was the color of the iMac Special Edition models, and the first Power Mac G4. Next came "Ruby" (dark red), "Sage" (forest green), "Indigo" (deep blue) and "Snow" (milky white) in 2000. The iBooks' colors were also updated: Blueberry was replaced with Indigo, Tangerine was replaced with Key Lime (an eye-popping neon green), and Graphite was added at the high end. In 2001, two new color schemes were introduced: "Flower Power" and "Blue Dalmatian." "Flower Power" was white with flowers, and "Blue Dalmatian" was a blue similar to the original "Bondi blue", but with white spots. The "Snow" color scheme was also used on the second generation
iBook iBook is a line of laptop computers designed, manufactured, and sold by Apple Computer from 1999 to 2006. The line targeted entry-level, consumer and education markets, with lower specifications and prices than the PowerBook, Apple's higher-en ...
. After 2001, Apple's products shifted to a predominantly white and silver color scheme. In 2004, the
iPod Mini The iPod Mini (stylized and marketed as the iPod mini) is a discontinued, smaller digital audio player that was designed and marketed by Apple Inc. While it was sold, it was the midrange model in Apple's iPod product line. It was announced o ...
was launched in five colors: silver, blue, green, pink and gold. The midrange and budget iPods would continue to be offered in several colors, as would the later
iPhone 5c The iPhone 5C (marketed as iPhone 5c) is a smartphone that was designed and marketed by Apple Inc. It is part of the sixth generation of the iPhone. The device was unveiled on September 10, 2013, and released on September 20, 2013, alon ...
. In 2021, color returned to their desktop line, with the Apple silicon iMac offered in seven colors: green, yellow, orange, pink, purple, blue, and silver.


Minimalism

In 2001, Apple designs shifted away from multicolored translucency and began two new design branches. The professional motif appeared with the
PowerBook G4 The PowerBook G4 is a series of notebook computers manufactured, marketed, and sold by Apple Computer between 2001 and 2006 as part of its PowerBook line of notebooks. The PowerBook G4 runs on the RISC-based PowerPC G4 processor, designed by the ...
, and featured industrial grade metal: first titanium, then aluminum. The
minimalist In visual arts, music and other media, minimalism is an art movement that began in post–World War II in Western art, most strongly with American visual arts in the 1960s and early 1970s. Prominent artists associated with minimalism include Don ...
consumer design debuted with the
iBook G3 iBook is a line of laptop computers designed, manufactured, and sold by Apple Computer from 1999 to 2006. The line targeted entry-level, consumer and education markets, with lower specifications and prices than the PowerBook, Apple's higher-end ...
, and featured glossy white coloring and opaque finishes. Both lines did away with soft, bulging shapes and moved toward streamlined, orthogonal, minimalist shapes. The designs appear to have been heavily influenced by German industrial designer
Dieter Rams Dieter Rams (born 20 May 1932) is a German industrial designer and retired academic who is closely associated with the consumer products company Braun, the furniture company Vitsœ, and the functionalist school of industrial design. His unobtr ...
, with a clear example being the iPhone calculator application, which appears to have been directly influenced by Dieter Rams' 1978 Braun Control ET44 calculator. The
iPod The iPod is a discontinued series of portable media players and multi-purpose mobile devices designed and marketed by Apple Inc. The first version was released on October 23, 2001, about months after the Macintosh version of iTunes ...
continued the look of the consumer line, featuring an opaque, white front. The success and wide embrace of Apple's iPod appeared to have had an effect on Ive and his design team, and some noted the striking similarity of the iPod's design with the subsequent
iMac G5 The iMac G5 is an all-in-one personal computer that was designed, manufactured and sold by Apple Computer from August 2004 to March 2006. It is the final iMac to use a PowerPC processor, making it the last model that could natively run Mac ...
and
Mac mini Mac Mini (stylized as Mac mini) is a small form factor (desktop and motherboard), small form factor desktop computer developed and marketed by Apple Inc. , it is positioned between the consumer all-in-one iMac (Intel-based), iMac and the profes ...
designs. Apple even promoted the release of the iMac G5 as coming "from the creators of iPod," and, in the accompanying promotional photographs, both products were shown next to each other in profile, highlighting the similarities in their design.Apple - Photos - iMac G5
The newer generations of
AirPort Extreme The AirPort Extreme is a residential gateway combining the functions of a router, network switch, wireless access point and NAS as well as varied other functions, and one of Apple's former AirPort products. The latest model, the 6th generatio ...
, 2012 model of
AirPort Express The AirPort Express is a Wi-Fi base station product from Apple Inc., part of the AirPort product line. While more compact and in some ways simpler than another Apple Wi-Fi base station, the AirPort Extreme, the Express offers audio output capa ...
,
Apple TV An apple is an edible fruit produced by an apple tree (''Malus domestica''). Apple fruit tree, trees are agriculture, cultivated worldwide and are the most widely grown species in the genus ''Malus''. The tree originated in Central Asia, wh ...
, and iPhone designs have continued this trend toward a simple rounded-rectangle styling across product lines.


Dark aluminium

The more recent designs move away from white plastics, replacing them with glass and aluminium. This new design phase showed Apple's strive towards extreme minimalism: aluminium "unibody" products possess cleaner, yet softer and more tapered edges than those of their predecessors, and remove anything that "does not need to be there," creating an extremely clean surface. The first generation iPhone debuted this new style, showing off darker aluminium on its back and a glass front. The design was then carried over to the iMac line, which now consists mostly of aluminium face, except for a black rim around the screen, and a glass covered screen. The
iPod Classic The iPod Classic (stylized and marketed as iPod classic and formerly iPod Video or just iPod) is a discontinued portable media player created and formerly marketed by Apple Inc. There were six generations of the iPod Classic, as well as a sp ...
brought this motif to the iPod line, and featured a dark, aluminium face. The
MacBook Air The MacBook Air is a line of ultrabook computers developed and manufactured by Apple Inc. It consists of a full-size keyboard, a machined aluminum case, and, in the more modern versions, a thin light structure. The Air was originally positioned ...
blends the aluminium styling of the MacBook Pro line with the new style pattern through its keyboard and glossy display. On October 14, 2008 Apple released a redesigned MacBook Pro in line with this style direction. Like the MacBook Air before them, the chassis of the new MacBook Pro is milled from a single piece of aluminium, this 'unibody' construction is aimed to reduce chassis size and the number of chassis parts required, along with increasing chassis rigidity. In early 2010, Apple's new
iPad The iPad is a brand of iOS and iPadOS-based tablet computers that are developed by Apple Inc. The iPad was conceived before the related iPhone but the iPhone was developed and released first. Speculation about the development, operating s ...
continued this trend, enforcing a minimalist device to give a focus on content, not hardware.


Slate

Even more recently in late 2012, Apple has been shown to be moving towards a more brushed slate texture, with diamond-cut chamfered edges. This was evidenced by the iPhone 5 and iPad mini respectively. The benefits of this new slate style are that the devices are more easily gripped and they cannot be scratched as easily. Analysts speculated that Apple might release a full sized iPad with this same slate style in 2013, and this was confirmed with the release of the
iPad Air The iPad is a brand of iOS and iPadOS-based tablet computers that are developed by Apple Inc. The iPad was conceived before the related iPhone but the iPhone was developed and released first. Speculation about the development, operating s ...
on November 1, 2013. The slate design continued with the introduction of the MacBook in 2015, and reinforced with the redesigned MacBook Pro and
MacBook Air The MacBook Air is a line of ultrabook computers developed and manufactured by Apple Inc. It consists of a full-size keyboard, a machined aluminum case, and, in the more modern versions, a thin light structure. The Air was originally positioned ...
lineups, in amino acids.


See also

*
Apple Industrial Design Group The Apple Industrial Design Group is the industrial design department within Apple Inc. responsible for crafting the physical appearance of all Apple products. The group was established so that Apple could design more products in-house, rather t ...


References

{{Apple Apple Inc. advertising Product design