light · minimal · sans · spacious · soft · premium · product-led
Apple
White-canvas product theatre — SF Pro Text, 980px pill CTAs, and a single-blue accent system.
By webdesignhot · www.apple.com
$ npx design-md add apple
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Adidas Pure-black sport-utility, AdihausDIN/adidasFG uppercase, three-stripe geometry — the engineering canon for global sportswear. Adobe Creative-suite chrome — paper-white canvas, magenta-to-orange wordmark gradient, and Adobe Clean carrying every product grid. AgentKit Three swappable themes for AI agent products — editorial dark, daylight bright, fintech cool-blue. Airbnb Pure-white marketplace canvas with one Rausch coral and Cereal — generous photography, soft pills, modest type. Airtable White-canvas editorial workflow software with full-bleed coral and forest signature cards punctuating a near-black pill-CTA system. Alibaba Electric orange `#ff6a00` + dense merchant grids — the global B2B wholesale floor as a website. Amazon Smile-orange CTA, Amazon Ember sans, dense product grids — the canonical everything-store interface. Amazon Web Services Squid-ink navy with Smile-orange CTAs — the densest tile-portal on the cloud-platform internet. Anthropic Editorial broadsheet for AI safety — cream canvas, Anthropic Serif body, terracotta clay accent, magazine geometry. Apple Music Pink-red gradient hero with album-grid kinesthetics — SF Pro precision, signature `#fa233b` brand pink, glassy dark canvas. Apple TV+ Pure-black cinematic theatre with SF Pro and ruthless minimalism — content as the only voice. Arc Browser-as-personality marketing — buttery cream canvas, Marlin Soft display, hand-tooled blue-and-coral palette. Are.na Bare grey-and-orange minimalism — a single Helvetica-class sans, hairline borders, and a stubborn refusal to optimise for engagement. Asana Approachable work management in soft purple — Asana Sans at modest weights with a rainbow accent palette and warm sky-tinted whitespace. Astro Cosmos navy canvas with violet-to-orange brand gradient — Mona Sans display, Inter body, Astro''s star-chart MPA framework dressed as an observatory dashboard. ASUS Republic of Gamers red `#cd0000` on black with bold sans — Taiwan engineering meets esports brutalism. Audi Vorsprung durch Technik on near-black — Audi Type sans, four-rings precision, and a near-monochrome canvas with `#bb0a30` reserved for sport. Auth0 Twilight-blue dark canvas with TWK Lausanne 300 display + Aeonik body — the original identity-platform aesthetic. Axiom Deep-navy observability with a cyan electric accent — Inter for body, JetBrains Mono for every event label, and a structural grid that reads as logs at planet scale. Axios Smart-brevity in chromatic form — blocky white canvas, Tiempos-flavored Atiza serif, signature `Why it matters:` time-bars and bullet-first prose. Base Coinbase-adjacent L2 minimalism — coinbaseSans on white, signature electric blue Baseten White canvas with Inter and a signature `#6c5ce7` purple — ML model deployment dressed in approachable workshop chrome. BBC News Signature BBC red (`#bb1919`), Reith Sans + Reith Serif, the global broadcaster authority typography of the world''s public-service news. Bear Off-white canvas, a custom bearsans display, a red bear icon, and tealish handwritten underlines — a Markdown notes app dressed as a Mac Pro magazine. beehiiv Aggressive black-on-yellow newsletter punch — heavy display sans, hyper-flat cards, and a `#ffd60a` highway-yellow that reads like a tabloid front page. Binance Trading-floor near-black with a single high-voltage Binance Yellow doing all the brand work — BinanceNova for type, BinancePlex for numbers. Bloomberg Iconic black-orange financial broadsheet — BWHaasHead headlines, AvenirNextPForBBG chrome, terminal-grade data density. Bluesky Sky-blue `#0085ff` on bright white with Inter sans — the AT-Protocol social network rendered as airy, federated, open. Blur Pure-black canvas, neon `#ff8700` orange voltage, and JetBrains-Mono-default everywhere — brutalist NFT trader terminal as competitive instrument. BMW Corporate-blue calm — BMW Type Next on a cream-tinted white, dark navy hero bands, and the M-stripe triplet in reserve. BMW M Performance black on M-blue/M-violet/M-red — the motorsport variant that turns BMW corporate into track-day theatre. Booking.com Deep-blue commerce engine — Bookin Sans on white, yellow CTA voltage, dense booking-funnel maximalism. Bose Pure black canvas, Helvetica restraint, and premium-audio confidence — sound presented as engineering art. Brex Cool grey-blue surfaces, magenta-to-purple-to-indigo gradient, Söhne 600 — fintech as fast, modern, slightly flashy. Bugatti French-engineered austerity — pure black canvas, three Bugatti typefaces, and full-bleed photography as the only voltage. Bun Cream canvas with chunky pink accents and the wide-eyed mascot — a JS runtime dressed as a 1970s bakery sign. Cal.com Open-source calendly with one bold custom font — Cal Sans on a soft `#f4f4f4` paper canvas. Calm Signature `#0066ff` deep blue + Aktiv Grotesk + meditation-deep cool atmospheric calm. Capacities Cream-yellow canvas, Inter at 700 with a Crimson Pro serif fallback, and a yellow underline as page ornament — a PKM that thinks like a sketchbook. Cartesia Bright clinical white with a single deep-blue action — voice-AI presented as scientific instrument rather than consumer product. Cash App Electric `#00d54b` green on near-black, Cash Sans monospace-flavoured geometry, and p2p-money youth aesthetic. Character.AI Cool zinc canvas, custom atHauss sans, and dark pill CTAs — a roleplay social product dressed in TikTok-grade neutrality. Chevrolet Gold-cross American classic — Louis sans on white with a `#cd9834` bowtie, a `#003876` corporate blue, and Camaro/Corvette red drama in reserve. Claude.ai Cream paper canvas, Anthropic Sans for body and Anthropic Serif for the headline — an AI assistant set in literary type. Clerk Geist + Suisse on near-black canvas with `#6c47ff` violet CTA — the drop-in-auth dev-tool aesthetic. ClickHouse Near-pure black canvas with electric yellow as the brand voltage — database performance dressed in voltmeter chrome. Cloudinary Media-API technical infrastructure in confident blue — Inter at modest weights with a deep navy-blue brand and a single chromatic accent for media moments. Cohere Stark white editorial canvas with deep green-black product bands and a CohereText/Unica77 type split. Coinbase Institutional-grade calm — pure white canvas, a single Coinbase Blue, and Coinbase Display set at weight 400 instead of 700. Composio Near-black canvas with deep-electric-blue voltage and a 2x2 terminal-mockup hero — agent infrastructure dressed as developer instrumentation. Corsair Yellow `#ffff00` lightning on black with Roboto — RGB-everything peripherals and PC components. Costco Warehouse blue + signature red, Helvetica utilitarian — bulk-buying signage translated to web. Coursera University-blue `#0056d2` on warm-white parchment with Source Sans — the canonical online-degree marketplace. Cursor Warm cream IDE-marketing — `#f7f7f4` canvas, `#26251e` ink, custom CursorGothic display, JetBrains Mono code, vivid orange accent. Datadog NationalWeb on white with the iconic `#632ca6` purple — observability dressed as an enterprise dashboard, structurally dense, chromatically restrained, multicolour where the data demands it. Deel A warm dark canvas with electric coral and orange accents — global payroll dressed as a confident product portrait. DeepSeek Deep-blue Chinese-tech minimalism — a research lab dressed in `#4d6bfe` and stark white space. Dell Pragmatic blue `#007db8` with custom Roboto-derivative — business-first PC commerce since the dorm room. Deno Inkwell black on warm white with the dinosaur mascot — TypeScript runtime as Eric Carle children's book. Descript Cream-pink canvas, a custom Brett display serif, and a wine-dark CTA — an AI video editor that ships like a magazine. Discord Indigo-ground hangout — gg sans body, ABC Ginto Nord display, 12-16px tile radii, white pill CTAs. Disney+ Deep navy gradient streaming hall with custom Inspire display sans and the unmistakable Disney+ wordmark arc. DoorDash Signature red-orange CTA, custom DoorDash Sans, delivery-funnel commerce — the dominant on-demand local marketplace. ElevenLabs Near-black voice-tech ground with white voice-wave aesthetic — Inter at studio scale, pill CTAs, and a single saturated accent that reads as both wayfinding and brand. Epic Games Pure-black canvas with custom Brutal Type / Heading Now display — Fortnite-saturated marketing meets PC-storefront merchandising. Ethereum Off-white canvas, ethereum-blue `#1c64f2` voltage, and Inter + serif duet — community-owned protocol as open documentation. Etsy Burnt-orange CTA, Graphik humanist sans, handcrafted-warmth aesthetic — the marketplace for makers and small batch. Excalidraw Literal hand-drawn whiteboard — wobbly SVG strokes, Virgil-style handwriting, and a deliberately primitive UI that turns digital sketching into nostalgia. Expedia Navy commerce + Mango yellow voltage — Expedia Sans, dense travel-funnel density with One Key loyalty colour-coding. Fantastical White paper, Effra geometric sans, full-round blue pills, and a rainbow of app-icon glass squares — a calendar app marketed like Apple''s Pro Apps. Ferrari Cinematic editorial in near-black — Rosso Corsa restraint, FerrariSans 500, and full-bleed cavallino photography. Figma Bright multi-color section bands with figmaSans display and figmaMono eyebrows — a marketing site that designs in scenes. Financial Times Salmon-pink page (`#fff1e5`) — the world''s most recognizable newspaper background, paired with Financier display + MetricWeb sans for global markets coverage. Fireworks AI Light canvas with Inter sans and a signature `#6720ff` purple-amber-orange spark — fast-inference platform dressed in speed-of-light kinetic chrome. Fly.io Mackinac display + Fragment Mono on a violet-saturated canvas — a PaaS that dresses like a small-press magazine. Ford American-truck heritage in corporate blue — Antenna sans, oval-script wordmark, and a deep `#003478` voltage that has carried the brand since 1927. Framer Black-on-white maximalism with electric gradient floods — Inter Display at heroic sizes, motion as a first-class material. Frontegg PP Neue Machina display + Neue Montreal body — plug-and-play user-management with deep-blue gravitas. Gemini (Google) Blue-into-violet gradient, Google Sans, soft Material 3 surfaces — Google''s house style applied to a chat interface. Ghost Warm-cream content CMS aesthetic — Inter for chrome, a soft serif for the writing surface, and a single confident green for action. GitHub Dark-canvas developer-platform marketing — Mona Sans variable headings, lime-green accent, near-black ground. GitHub Copilot Pure-white canvas, pure-black inverted CTAs, Mona Sans display — GitHub's editorial confidence applied to AI tooling. Grafana Dark observability canvas with the iconic `#f46800` orange — Inter for body, Roboto Mono everywhere a label hides, multi-colour chart palette ripped straight from a real dashboard. Granola White paper, a custom Quadrant book serif, and an olive-green CTA — an AI notepad that dresses like a stationery shop. Grubhub Friendly red-orange CTA, Sentinel display + Avenir body, dense delivery-app commerce — the long-running incumbent. HashiCorp Black canvas hosting a per-product color portfolio — Terraform purple, Vault yellow, Consul red, Waypoint cyan — multi-product identity made literal. Hashnode Developer publishing platform — deep navy canvas, electric blue brand, Inter sans + JetBrains Mono code chrome. HBO Max Deep purple-black premium streaming canvas with custom Sharp Grotesk and the unmistakable Max wordmark. Headspace Signature `#ffac1d` orange + custom round display + meditation-friendly playful warmth. Height AI-PM workspace dressed in chalk pastels — Inter at modest weights over a near-paper canvas, with a single confident accent and an AI-purple voltage moment. Honda Reliability-first restraint — HondaGlobalFont on white, signature red HP Cyan-blue `#0096d6` HP-circle on white with Forma DJR — the 84-year-old technology brand''s mainstream face. Hugging Face AI community canvas — deep blue-black ground, Source Sans Pro headlines, pill auth + 8px tile cards. Hulu Near-black canvas anchored on Hulu Green `#1ce783` with Graphik sans — the bright, cable-meets-streaming UI. IBM Carbon Design System made literal — pure-white canvas, IBM Plex Sans at light 300, square corners, and one assertive `#0f62fe` blue. Ideogram A bright white canvas with a single saturated violet cue — a typography-first AI image tool that lets the gallery do all the talking. Instacart Grocery-shopping-list practical — Instacart Sans on white, signature carrot green Kagi A premium search engine dressed in warm cream and Plex — the indie answer to ad-funded search. KAYAK Burnt-orange flight-search density — Open Sans on white, comparison-engine maximalism, price-graph data viz. Khan Academy Signature `#14bf96` mint green on white with Lato sans — free-for-everyone education in a warm, encouraging register. Kinde White canvas with Inter 72/500 display + dev-friendly pink-coral accent — the approachable auth-billing-access platform. Kit A cream newsletter canvas with a custom KitSans display, a Libre Franklin secondary, and a pastel-rainbow chip set — the editorial register reborn from ConvertKit. Kraken Kraken Purple `#7132f5` on white — Kraken-Brand display + Kraken-Product UI for a calmer, less-bombastic crypto exchange. Krea A pure-black studio with Suisse Intl set quietly at 60px — a creative-AI gallery that lets the work and the cobalt CTA carry the colour. Lamborghini Cathedral of darkness — true black canvas, Lamborghini Gold accents, and LamboType angled-terminal display. LangChain Deep navy canvas with Inter precision and a quietly confident teal accent — agent orchestration dressed as engineering documentation. Linear Dark-canvas product surface — pure-black ground, indigo accent, custom Inter weights, pill CTAs. LiveKit Realtime audio-video infra — Public Sans 300 weight on near-black, signature cyan LlamaIndex White canvas with Inter and a signature `#1b9aff` blue — RAG infrastructure dressed as a clean technical reference card. Logitech Soft consumer-tech blue gradients with Brown sans — design for the way you work, play, and create. Lovable Pink-into-violet gradient on white — vibe-coding dressed in playful, friendly chromatics. Magic Eden Mint-cream canvas, magenta-mint accent duet, and a custom Foundry display — Solana-native marketplace as boutique gallery. Mailchimp Cavendish-yellow chunkiness — a custom display serif (Cooper Light), the signature `#ffe01b` block, and a brand voice that hugs you while it ships campaigns. Mastercard Cream-canvas editorial fintech, circular-portrait orbits, MarkForMC at 450 weight — institutional-but-warm payments brand. MasterClass Pure-black cinema with custom display serif and editorial reverence — celebrity-instructor learning as a premium streaming product. Medium Editorial reading-first publishing — magazine-grade serif body, GT Super display, signature green-on-white pill CTAs. Mercedes-Benz Three-pointed-star authority — MBCorpo on near-black canvas, silver-blue Mercury A near-pure white canvas with a literary serif headline and a signature mercury-mint accent — banking dressed as a quiet magazine. Meta Optimistic blue (#0467df) on a white corporate canvas — Optimistic Display headlines, generous space, social-platform conglomerate at rest. Microsoft Fluent surfaces — off-white canvas, Segoe UI Variable Display, and a Cortana-blue action color carrying every product. Midjourney A deep cosmic canvas where JetBrains Mono headlines float over a wide-gamut OKLCH rainbow — a research lab dressed as a chapel. MiniMax Stark monochrome canvas broken open by vibrant gradient product cards — coral, magenta, blue, purple as model identity. Mintlify Documentation-platform marketing — pure white canvas, mint-green accent, Inter at tight tracking, near-black pill CTAs. Miro Canary-yellow Mistral Butter-yellow canvas, Arial as a deliberate anti-tech statement, and zero-radius rectangles — French AI as a brutalist art-school manifesto. Modal Serverless GPU infra in lime-green — `#0c0c0c` canvas, electric `#7fee64` accent, custom Modal Mono on every chip and code block. Monday.com Project management in confident red-pink — Poppins display at bold weights with a colorful saturated palette and a playfully energetic visual rhythm. MongoDB Signature MongoDB green Motion AI-calendar productivity in green-and-purple — Inter at modest weights with a green-to-purple voltage gradient signaling the AI scheduler, anchored by a clean white canvas. MSI Dragon-red `#ff0000` on jet black with bold display sans — the Taipei dragon-heritage gaming hardware brand. Mux Video API for developers — Aeonik on light-cream, Rotonto display, JetBrainsMono CTAs, sharp 0px corners. Neon Serverless Postgres dressed in late-night green — a near-black canvas with a single electric mint accent. Netflix Pure-black streaming theatre with signature `#e50914` red and Netflix Sans — the canonical media-tile grid. Nike Pure black, pure white, Helvetica Now — pill CTAs and full-bleed athletic photography on a single soft cloud gray. Notion Off-white canvas with Lyon serif accents and a custom NotionInter — a workspace dressed as a literary magazine. Nuxt Forest-green `#00dc82` glow on a near-black canvas — Vue-flavored warmth dressed for the cosmos. NVIDIA Engineering-grade canvas — pure black hero / paper-white body / one violently saturated `#76b900` green that carries every CTA and corner square. Omnivore Open-source read-it-later — near-white reading canvas, focused emerald-on-paper brand, archival elegance after the Eleven Labs sunset. OpenAI Pure white canvas, OpenAI Sans set in calm 500-weight, and a single black pill for the only action that matters — try ChatGPT. OpenRouter Pure-black canvas with custom display typography and pragmatic mono — LLM-router infrastructure dressed as a terminal billing dashboard. OpenSea Pure-black canvas, electric `#2081e2` blue, and Inter at trader-pro density — the original NFT marketplace as financial terminal. Optimism Pure-white canvas, signature `#ff0420` red voltage, and Inter at confident L2 register — Ethereum rollup as bold optimistic infrastructure. Ory White canvas with Inter 48/400 display + signature deep-navy `#0f172a` CTA — open-source-first identity for technical teams. Oura Pure-black canvas with Inter precision and gold-stamped scores — the premium-ring health-precision aesthetic. Paper Website A literal sheet-of-paper website — single literary serif, off-white sheet canvas, narrow reading columns, ink-blue links. PayPal Dual-blue corporate trust — PayPal Sans Big over white, with a deep-navy ink and a sky-blue counterpoint. Peloton Signature `#cb1e4e` red on midnight ink, Inter display, instructor-led premium-fitness storefront. Perplexity Cream paper canvas, custom pplxSans, and the unmistakable Tropic-cyan accent — a reference-library answer engine dressed in warm tones. Pinecone White canvas with Inter and a signature `#1cb0d0` cyan — vector database technical-marketing dressed in clean blueprint chrome. Plaid Pale blue trust on white, classical Stripe-adjacent type, and a Benjamin-Franklin-as-mascot moment of personality. Plain B2B support tool with a Dinamo grotesk and a single radioactive `#1ad379` action — Linear-restraint applied to support. PlanetScale Pure-black canvas, blood-red accent, mono-set numerals — a database brand styled like a financial terminal. Polar Dev-tool obsidian — 8rem editorial display headlines, indigo accents, Louize serif moments. Polygon Deep purple `#8247e5` voltage, soft surface ladder, and Inter at enterprise calm — Ethereum L2 as institutional infrastructure. Porsche Engineering-purity black-on-white — Porsche Next at 96px regular, Rosso PostHog Cream-canvas analytics with mustard-yellow CTAs and IBM Plex — open-source craft, not SaaS gloss. Postmark Postal-yellow #ffde00 + warm-black #1c1d1f + paper-white canvas — the transactional email API designed like a friendly post office sign. Prime Video Amazon-blue streaming canvas with Ember sans and the dense, utility-first marketplace UI vocabulary. PropelAuth White canvas with SF Pro Rounded display 60/900 + deep-navy ink — B2B multi-tenant auth with Apple-tinted polish. Qwik Electric purple-to-blue gradient on near-black — resumable execution dressed as a lightning bolt. Railway Ship software peacefully — IBM Plex Serif headlines on a deep eggplant canvas, with a single confident violet for action. Raindrop.io White paper, system-ui sans, soft watercolor blob backgrounds, and a vivid `#0b7ed0` blue CTA — a bookmark manager that ships like a creative-tool sketch. Ramp Off-yellow `#fcfb70` and black-on-white editorial — finance ops dressed as a printed annual report. Raycast Near-black canvas, glowing keycaps, monospaced shortcut chips — a marketing site that thinks like a launcher. Razer Neon `#44d62c` snake-green on jet black with Roboto — the For Gamers, By Gamers visual signature. Readwise Pastel-orange book-club warmth — soft cream canvas, friendly Tiempos serif accents, and a tangerine that signals 'this is your library.' Reddit Front-page-of-the-internet orange — community-card density, IBM Plex Sans display, and a confident Remix Signature `#3992ff` blue on pure white with Inter — a nested-routes web framework dressed as a manifesto poster. Render Lavender on white — a PaaS that swapped Heroku purple for a candy-bright #8a05ff and kept the airy whitespace. Replicate AI-API marketing — light page chrome, dark hero canvas, rb-Freigeist Neue display, JetBrains Mono code, sharp 0px corners. Replit Saturated turquoise on `#0e1525` ink — the cloud-IDE aesthetic with IBM Plex DNA and a JetBrains Mono soul. Resend Pure-black canvas with Domaine Display serif at 96px and Commit Mono code chips — email infra that thinks in italics. Retool Pragmatic blue #3a55fc + Inter + dense product mocks — the internal-tool platform that designed itself like a well-organised admin panel. Reuters Global newswire restraint — signature orange (`#ff8000`), Knowledge Medium custom sans, broadsheet rigor for the world''s oldest news agency. Riot Games Crimson `#d13639` red on near-black with custom Riot Beam display — esports-tournament drama and competitive-MOBA editorial. Rive Chunky animated display type and saturated playful colour — interactive graphics platform that wears its motion design on its sleeve. Roblox Bright `#ed1d24` red on white with Builder Sans — the youth-block-builder playground turned multi-billion-game social platform. RunPod Deep slate canvas with Inter and a signature `#673ab7` purple — accessible GPU cloud dressed in friendly developer chrome. Runway A near-black research canvas with ABC Normal headlines pulled tight at -2.5px — a film studio, an ML lab, and a brutalist gallery in one shell. Salesforce Cloud-trust dashboards — Salesforce Sans on a sky-blue ground, with Astro the bear standing guard over a dense CRM portal. SAP Enterprise-ERP precision in cobalt — SAP72 sans, signal-blue accents, and a calm white canvas built for trust. Segment Twilio Segment's customer-data-platform canvas — Whitney SSm humanist sans, navy-on-white, single confident `#1866ee` blue. Semafor Paper-cream canvas (`#f8f5d7`) with FeatureFlatHeadline serif and signature flag-style topic columns — global-news editorial built for the post-Twitter era. SendGrid Functional API-blue on white — the email-platform dashboard aesthetic, now folded under the Twilio umbrella. Sentry Deep-aubergine observability — Dammit Sans display, Rubik body, JetBrains Mono code, signature violet #7553ff and pill CTAs. shadcn/ui Copy-paste components in pure black-on-white — the most influential design system not actually shipped as a library. Shopify Dark-first commerce theatre — 96px NeueHaasGrotesk at weight 330, electric mint focus rings, and stacked multi-layer shadows. Signal Privacy-first messaging in `#3a76f0` Signal blue with Inter sans — minimal, ad-free, end-to-end-encrypted by default. Slack Aubergine workspace marketing — Salesforce-Avant-Garde headlines, all-caps 4px CTAs, white canvas with `#4a154b` accents. SolidJS Deep navy with a blue-to-cyan brand gradient — reactive primitives dressed as a circuit diagram. Sonos Pure black canvas, Inter typography, and audio-system minimalism — speakers presented as gallery objects. SoundCloud Signature `#ff5500` orange on `#f2f2f2` paper with Interstate sans — waveform-first audio social UI. SpaceX Pure-black cinematic photography, D-DIN aerospace stencil type, ghost-button minimalism — the interface disappears. Spotify Electric `#1ed760` green on near-black canvas with Spotify Mix sans — the canonical streaming-audio tile grid. Square Pure black on pure white, Square Sans grids, and retail-POS minimalism — commerce as black-and-white geometry. Starbucks Forest-green storefront — SoDoSans, full-pill buttons, warm-cream canvas, and a floating Frap CTA the brand calls home. Steam Deep blue-gray `#1b2838` with Motiva Sans — the utilitarian PC-gaming library that runs the world's largest digital storefront. SteelSeries Esports orange `#ff6900` on near-black with Inter — Danish precision peripherals for competitive play. Strava Signature `#fc4c02` orange + Inter on white — endurance-athlete data-driven storefront with map-overlay heritage. Stripe Editorial fintech polish — light Söhne headlines at weight 300, navy-not-black text, signature `#533afd` purple CTAs. Stytch Paper-cream canvas with Booton display + Chivo Mono body — passwordless-modern auth, joined Twilio. Substack Magazine-on-the-internet — Spectral serif body at 19px, Cahuenga display, signature `#ff6719` orange CTAs. Suno A near-black booth with cream Neue Montreal and a hot-pink cue light — a music studio, a record sleeve, and a chat app fused into one canvas. Sunsama Thoughtful daily planning in warm cream and ink — Inter at modest weights over a paper-cream canvas with sage and rose accents and a calm, unhurried voice. Supabase Off-black canvas, signature emerald `#3ecf8e`, Circular as display, Postgres-grade type discipline. Superhuman White paper canvas, a custom Super Sans variable, and a single confident lavender — premium email dressed as a stationery brand. Supreme Box-logo red, Courier monospace, skate-deadpan minimalism — the most influential streetwear store on the web. Svelte Hot orange #ff3e00 against clean white with a confident sans — the framework that wears its flame as a wordmark. Tailwind CSS The system applied to itself — Inter Variable on white canvas, signature cyan #06b6d4, every component built from Tailwind utilities. Tana Pure black canvas, a custom tanaClassic serif at 83px, and a pale-pistachio CTA — a knowledge graph dressed as a literary supplement. Target Bullseye red CTA, Helvetica Neue, photographic hero — friendly mass-market design with confident chromatic restraint. Telegram Cloud-blue messaging — Tesla Cinematic showroom on white — one Electric Blue CTA, Universal Sans, and viewport-height car photography. The Atlantic Modern serif headlines on cream-paper, signature Atlantic orange `#fbb33b`, long-form magazine reading rendered for the web. The Economist Deep cinnabar red `#e3120b`, Milo serif body, Econ Sans labels — the global-affairs weekly rendered with cover-illustration discipline. The Guardian Guardian Egyptian slab serif, signature navy `#052962`, structured ruled hierarchy with bold section accents. The New York Times Cheltenham serif headlines on paper-white, signature breaking-news red, the canonical American broadsheet rendered for the web. The New Yorker Adobe Caslon Pro + Irvin headline cap — a century of editorial gravitas in cream paper, ink black, and signature cartoon line. The Washington Post Postoni serif blackletter masthead, "Democracy Dies in Darkness" tagline, sober ink-on-paper political broadsheet. Things Cool light-blue canvas, system-ui sans, vivid Things-blue accent — a task manager that ships like an Apple Pro Display. Threads Instagram-adjacent text-first social — pure-black canvas, system-sans clarity, and a quiet brand restraint built from the @ glyph alone. TikTok Electric cyan-magenta on pure black — vertical-video voltage with custom Proxima Nova display and a bold neon brand grammar. tldraw Casual whiteboard sketchy — hand-drawn UI primitives, dotted-grid canvas, and a soft pastel palette that wears its toy-like energy with confidence. Together AI Deep navy on near-white with Inter sans — open-source LLM cloud rendered as developer-platform infrastructure. Toyota Japanese-reliability mainstream — `#eb0a1e` Toyota red on white, ToyotaType sans, and a calm-confident marketing surface for the world's most-sold automotive brand. Turbo Vercel-grade pure-black canvas with a magenta-to-blue Turbo gradient — the build system that wears its speed as a sweep. Turso SQLite at the edge — a deep-teal canvas with a CRT-bright cyan accent (#00face) that reads as a glowing edge node. Twilio Signal-red `#f22f46` against clean white — communications APIs given the visual weight of a broadcast colour. Twitch Purple `#9146ff` on `#0e0e10` canvas with Inter — the live-streaming UI built around chat, raids, and gaming density. Uber Eats Pure-black ground, Uber Move custom sans, Uber-app continuity — the operating system of food delivery. Udemy Signature `#a435f0` purple on white with Sailec sans — the open course-marketplace bazaar made approachable. Uniqlo Signature red `#ff0000`, Helvetica Neue system stack, japanese-utility-functional grid — the LifeWear engine. v0 A near-white prompt canvas with GeistSans and pure OKLCH grayscale — Vercel''s AI builder dressed as the calmest text editor on the internet. Venmo A single confident `#3d95ce` blue, Aktiv Grotesk geometry, and a social-feed informality — payments dressed as group chat. Vercel Brutalist developer-product polish — near-white canvas, near-pure black-on-near-white type, Geist sans + mono, conic-gradient accents. Vite Electric purple #646cff + Manrope display + a literal lightning-bolt mark — the build tool that designed itself to feel as fast as it is. Vodafone Vodafone Red broadcast band, monumental 144px display, two-tier button system — corporate-newsroom telecom design. Volkswagen People's-car blue — the deep `#001e50` corporate hue, custom VW Sans, and a friendly-German marketing surface that sells everyday mobility with confidence. Walmart Spark-yellow on big-box blue, Antonio Display + Bogle sans — everyday low prices made loud. Warp Near-black canvas, neon-lime cursor, real terminal screenshots — a marketing site that boots like a shell. Weaviate White canvas with Inter and a signature `#1cdb46` open-source green — modular vector database dressed in approachable engineering chrome. webdesignhot AI-era editorial dark — pure black with one acid-lime accent. Webflow Indigo-to-purple gradient discipline with a precise structural sans — the visual builder that markets itself like a design conference. WHOOP Lime `#a0d10b` voltage on jet-black, Inter precision, recovery-data athlete-grade aesthetic. WIRED Newsstand-density editorial grid, sharp-corner buttons, mono ALL-CAPS kickers — Conde Nast meets engineering lab. Wise A flexible bright-lime green on cream-white — money that travels in sans-serif and a single confident accent. Workday HR-warm professional in tangerine — Adelle Sans humanist curves, signature `#f37721` orange, and a calm white people-first canvas. WorkOS Pure-white canvas with Untitled Sans 80/500 display + indigo-violet h2 — the B2B-enterprise gravitas aesthetic. X Pure-black canvas with Chirp display — algorithmic minimalism, single-letter wordmark, ruthless type discipline. Y Combinator Brutalist orange monolith — system-font sans on white canvas, signature `#f26625` orange-red blocks with hard 0px corners. You.com Crisp white developer-doc canvas, custom Lumen Sans, and the indigo `#5368EE` accent — a search API rebrand done as enterprise infrastructure. YouTube YouTube Sans + Roboto + signature `#ff0000` red — content-density at planetary scale. Zora Cream-white canvas, electric purple-orange duet, and a custom display — onchain creator network as zine cover.
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Tokens design.md/v1.5
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rgba(0,0,0,0.04) - surface-elev
#ffffff - text AAA · 16.8
#1d1d1f - text-strong
#1d1d1f - text-soft
#6e6e73 - text-muted
#86868b - text-faint — · 2.6
#a1a1a6 - text-on-dark
#f5f5f7 - text-soft-on-dark
#a1a1a6 - brand AA · 4.7
#0071e3 - brand-hover
#0077ed - brand-pressed
#006edb - link
#0066cc - link-hover
#004999 - on-brand
#ffffff - border — · 1.5
rgba(0,0,0,0.16) - border-soft
rgba(0,0,0,0.08) - border-strong — · 2.2
rgba(0,0,0,0.32) - border-on-dark
rgba(255,255,255,0.16) - divider
#d2d2d7 - scrim
rgba(0,0,0,0.48) - shadow-card
rgba(0,0,0,0.04) - shadow-elev
rgba(0,0,0,0.10) - shadow-modal
rgba(0,0,0,0.18) - success
#1d8649 - success-soft
#e8f5ee - warning
#bf4800 - warning-soft
#fff5ee - danger
#d32f2f - danger-soft
#fdecec - info
#0071e3 - info-soft
#e8f2fc - accent-product-tv
#0071e3 - accent-product-watch
#fa4c5a - accent-product-vision
#a16eff - bg-dark
#000000 - bg-deep
#1d1d1f
Ship faster than ever.
display-hero "SF Pro Display" 96px w600 -0.015em
Ship faster than ever.
display-xxl "SF Pro Display" 80px w600 -0.012em
Ship faster than ever.
display-xl "SF Pro Display" 64px w600 -0.009em
Ship faster than ever.
display-lg "SF Pro Display" 56px w600 -0.005em
Ship faster than ever.
display-md "SF Pro Display" 48px w600 -0.003em
Built for teams that ship.
h2 "SF Pro Display" 34px w600 -0.011em
A complete kit
h3 "SF Pro Display" 28px w600 0.007em
The quick brown fox jumps over the lazy dog.
h4 "SF Pro Display" 24px w600 0.009em
The quick brown fox jumps over the lazy dog.
title-lg "SF Pro Text" 21px w600 0.011em
The quick brown fox jumps over the lazy dog.
title-md "SF Pro Text" 19px w600 0.012em
The quick brown fox jumps over the lazy dog.
body-lg "SF Pro Text" 19px w400 0.012em
The quick brown fox jumps over the lazy dog.
body "SF Pro Text" 17px w400 -0.022em
The quick brown fox jumps over the lazy dog.
button-lg "SF Pro Text" 17px w400 -0.022em
The quick brown fox jumps over the lazy dog.
body-sm "SF Pro Text" 15px w400 -0.014em
OUR DESIGN SYSTEM
caption "SF Pro Text" 14px w400 -0.016em
The quick brown fox jumps over the lazy dog.
nav-link "SF Pro Text" 14px w400 -0.016em
The quick brown fox jumps over the lazy dog.
button-sm "SF Pro Text" 14px w400 -0.016em
npx design-md add linear
code "SF Mono" 14px w400 0
The quick brown fox jumps over the lazy dog.
legal "SF Pro Text" 12px w400 -0.005em
The quick brown fox jumps over the lazy dog.
micro "SF Pro Text" 11px w500 0.066em
- step-0 2px
- step-1 4px
- step-2 8px
- step-3 12px
- step-4 16px
- step-5 20px
- step-6 24px
- step-7 32px
- step-8 44px
- step-9 48px
- step-10 64px
- step-11 80px
- step-12 96px
- step-13 120px
- step-14 160px
- micro
0px - sm
4px - md
8px - lg
12px - xl
18px - xxl
28px - hero
34px - button
980px - pill
9999px
Text link →
Card preview
A complete kit — everything your product needs.
Hero, pricing, FAQ, dashboard, docs — every layout your product needs.
New
Stable
v1.0
Apple's marketing site is the elder system most other product sites quietly reference. The `--sk-*` ("Stylekit") token namespace exposes a complete chromatic system — `--sk-fill-blue: rgb(0, 113, 227)` for primary, `--sk-fill-gray-tertiary: rgb(210, 210, 215)` for ground, `--sk-body-text-color: rgb(29, 29, 31)` for type — with semantic pairs (`fill` / `glyph`, `primary` / `secondary` / `tertiary`) that show up later in Linear, Vercel, and dozens of agency portfolios. The signature button radius is `980px` — large enough to behave as a full pill at every realistic button width, but specified as a deliberate finite number so very wide variants degrade to a soft rounded rect rather than a stadium. SF Pro Text (the optical text cut) is used at 17px body — Apple ships *two* SF Pro families and chooses Text rather than Display for the homepage so the small UI legible-at-distance branch wins. The chrome is restrained to a 44px sticky `#fafafc` header with no border, no shadow.
- Foundation for the SF type lineage and the rounded-rect ergonomic that defines the button system
- White-canvas product theatre — "weniger, aber besser" — as a marketing language
- Token semantics (fill / glyph / primary / secondary / tertiary) that the rest of the industry copies
- The two-axis optical-cut typography model — Display for ≥20px, Text for body — that the homepage exploits
- The internal Apple design system that ships the --sk-* tokens powering apple.com
Export
4 formats · paste-ready
Tailwind
theme.extend block for tailwind.config.js
CSS variables
:root { --bg, --text, --brand, … } you can paste anywhere
DTCG JSON
W3C Design Tokens Community Group format
Figma Variables
Importable into Figma → Variables → Import
---
name: Apple
tagline: White-canvas product theatre — SF Pro Text, 980px pill CTAs, and a single-blue accent system.
author: webdesignhot
source_url: https://www.apple.com
spec: design.md/v1.5
quality: curated
featured: true
categories: [marketplace, media]
tags: [light, minimal, sans, spacious, soft, premium, product-led]
preview_swatch: ['#ffffff', '#0071e3', '#1d1d1f']
related: [linear, vercel, stripe]
description: 'Apple''s homepage is a vertical rail of edge-to-edge product theatres — pure-white grounds, a single Apple-blue `#0071e3` link/CTA color, and SF Pro Text at small sizes for nav and CTA copy. The geometry is enormous (`980px` button radius — effective full pill) and the type discipline is severe; everything sits on the `--sk-*` Apple Stylekit token system. It''s the elder design system most other product sites quietly reference — semantic pairs (fill/glyph, primary/secondary/tertiary), single-blue accent, near-zero shadow, and a chrome that yields to the product photography. Where Stripe ships gradients and Linear ships a dark canvas, Apple ships silence.'
colors:
bg: '#ffffff' # --sk-fill — primary canvas
surface: '#fafafc' # --sk-fill-secondary — header, footer, gutters
surface-2: '#f5f5f7' # --sk-fill-tertiary — section panels
surface-soft: 'rgba(0,0,0,0.04)' # in-card translucent fill
surface-elev: '#ffffff' # cards keep canvas, separated by panel
text: '#1d1d1f' # --sk-body-text-color / --sk-headline-text-color
text-strong: '#1d1d1f' # headlines on white
text-soft: '#6e6e73' # --sk-glyph-gray-secondary
text-muted: '#86868b' # --sk-fill-gray-secondary — captions / disclaimers
text-faint: '#a1a1a6' # disclosed legal copy
text-on-dark: '#f5f5f7' # body copy on dark product panels
text-soft-on-dark: '#a1a1a6' # secondary on dark
brand: '#0071e3' # --sk-fill-blue / --sk-focus-color — Apple blue
brand-hover: '#0077ed' # observed pointer-over on CTA
brand-pressed: '#006edb' # pointer-down
link: '#0066cc' # --sk-body-link-color — body-text links
link-hover: '#004999' # darker on hover
on-brand: '#ffffff' # white text on blue
border: 'rgba(0,0,0,0.16)' # --sk-fill-gray-tertiary-alpha
border-soft: 'rgba(0,0,0,0.08)'
border-strong: 'rgba(0,0,0,0.32)'
border-on-dark: 'rgba(255,255,255,0.16)'
divider: '#d2d2d7' # --sk-fill-gray-tertiary solid
scrim: 'rgba(0,0,0,0.48)'
shadow-card: 'rgba(0,0,0,0.04)'
shadow-elev: 'rgba(0,0,0,0.10)'
shadow-modal: 'rgba(0,0,0,0.18)'
success: '#1d8649' # confirmation green inside Account flows
success-soft: '#e8f5ee'
warning: '#bf4800' # advisory orange (carrier disclosures)
warning-soft: '#fff5ee'
danger: '#d32f2f' # form-error red
danger-soft: '#fdecec'
info: '#0071e3' # info uses brand blue
info-soft: '#e8f2fc'
accent-product-tv: '#0071e3' # iPhone Pro panel uses Apple blue family
accent-product-watch: '#fa4c5a' # observed on Watch panel
accent-product-vision: '#a16eff' # observed on Vision Pro panel
bg-dark: '#000000' # full-black product panels (iPhone Pro hero)
bg-deep: '#1d1d1f' # near-black product panels (Watch hero)
typography:
display:
family: '"SF Pro Display", "SF Pro Text", "SF Pro Icons", "Helvetica Neue", Helvetica, Arial, sans-serif'
weights: [400, 500, 600, 700]
opentype-features: ['ss01', 'ss02', 'tnum']
body:
family: '"SF Pro Text", "SF Pro Icons", "Helvetica Neue", Helvetica, Arial, sans-serif'
weights: [400, 500, 600]
mono:
family: '"SF Mono", ui-monospace, Menlo, monospace'
weights: [400, 500]
scale:
display-hero: { size: 96, weight: 600, lineHeight: 1.0417, tracking: '-0.015em', family: display, opentype: ['ss01'] }
display-xxl: { size: 80, weight: 600, lineHeight: 1.05, tracking: '-0.012em', family: display }
display-xl: { size: 64, weight: 600, lineHeight: 1.0625, tracking: '-0.009em', family: display }
display-lg: { size: 56, weight: 600, lineHeight: 1.07, tracking: '-0.005em', family: display }
display-md: { size: 48, weight: 600, lineHeight: 1.08, tracking: '-0.003em', family: display }
h2: { size: 34, weight: 600, lineHeight: 1.47, tracking: '-0.011em', family: display }
h3: { size: 28, weight: 600, lineHeight: 1.143, tracking: '0.007em', family: display }
h4: { size: 24, weight: 600, lineHeight: 1.167, tracking: '0.009em', family: display }
title-lg: { size: 21, weight: 600, lineHeight: 1.19, tracking: '0.011em', family: body }
title-md: { size: 19, weight: 600, lineHeight: 1.2105, tracking: '0.012em', family: body }
body-lg: { size: 19, weight: 400, lineHeight: 1.4211, tracking: '0.012em', family: body }
body: { size: 17, weight: 400, lineHeight: 1.47, tracking: '-0.022em', family: body }
body-sm: { size: 15, weight: 400, lineHeight: 1.33, tracking: '-0.014em', family: body }
caption: { size: 14, weight: 400, lineHeight: 1.286, tracking: '-0.016em', family: body }
legal: { size: 12, weight: 400, lineHeight: 1.333, tracking: '-0.005em', family: body }
micro: { size: 11, weight: 500, lineHeight: 1.27, tracking: '0.066em', family: body, transform: uppercase }
nav-link: { size: 14, weight: 400, lineHeight: 1.286, tracking: '-0.016em', family: body }
button-lg: { size: 17, weight: 400, lineHeight: 1.18, tracking: '-0.022em', family: body }
button-sm: { size: 14, weight: 400, lineHeight: 1.286, tracking: '-0.016em', family: body }
code: { size: 14, weight: 400, lineHeight: 1.43, tracking: '0', family: mono }
radius:
micro: 0 # form inputs, table edges
sm: 4 # nav popovers, small chips
md: 8 # inline tiles, image overlays
lg: 12 # standard cards (developer.apple)
xl: 18 # --media-gallery-tile — feature cards
xxl: 28 # large product tiles
hero: 34 # section bezels on hero panels
button: 980 # signature: behaves as pill until extreme widths
pill: 9999
spacing:
base: 4
scale: [2, 4, 8, 12, 16, 20, 24, 32, 44, 48, 64, 80, 96, 120, 160]
layout:
page-width: 1440 # max content; panels go edge-to-edge
prose-width: 980 # type column inside panels
header-height: 44 # iconic skinny chrome
panel-min-height: 692 # marketing panel minimum
gutter: 12 # inter-panel #fafafc gap
components:
button-primary:
bg: '#0071e3'
color: '#ffffff'
radius: 980
padding: '11px 21px'
height: 40
font: button-lg
use: 'Buy, Order Now, Pre-order — every primary commerce CTA.'
button-primary-hover:
bg: '#0077ed'
color: '#ffffff'
radius: 980
use: 'Pointer-over state. No transform, no shadow change.'
button-primary-pressed:
bg: '#006edb'
color: '#ffffff'
use: 'Pointer-down state. Slight darken, no scale.'
button-secondary-link:
bg: 'transparent'
color: '#0066cc'
use: 'Learn more, Compare, Watch the film — chevron-suffixed link button. No border, no fill.'
button-on-dark:
bg: '#ffffff'
color: '#1d1d1f'
radius: 980
padding: '11px 21px'
use: 'Primary CTA on dark product panels — inverts to white pill.'
button-on-dark-secondary:
bg: 'transparent'
color: '#2997ff'
use: 'Secondary "Learn more" on dark — uses lighter blue (#2997ff) for contrast.'
link-chevron:
bg: 'transparent'
color: '#0066cc'
use: 'Inline "Learn more" with trailing chevron icon. Underline appears only on hover.'
card-feature:
bg: '#fafafc'
color: '#1d1d1f'
radius: 18
padding: '40px 28px'
use: 'Apple TV+ tile, news editorial card, accessory grid item.'
card-product:
bg: '#f5f5f7'
color: '#1d1d1f'
radius: 28
padding: '0'
use: 'Section panel containing one product theatre.'
nav-pill:
bg: 'rgba(255,255,255,0.72)'
color: '#1d1d1f'
radius: 980
padding: '0 24px'
use: 'Sub-nav pill (e.g., Watch sub-page) that floats below main nav.'
text-input:
bg: '#ffffff'
color: '#1d1d1f'
radius: 0
height: 28
border: '1px solid #d2d2d7'
padding: '4px 8px'
focus: 'outline 2px #0071e3'
use: 'Account / search inputs. Sharp corners — explicit register break from the 980px pill.'
search-overlay:
bg: 'rgba(255,255,255,0.94)'
radius: 0
use: 'Full-bleed search modal with backdrop-blur. Single shadow on chrome.'
badge-feature:
bg: 'transparent'
color: '#bf4800'
use: 'Tiny "New" or "Now available" eyebrow above headlines. Uppercase 11px / 500.'
modal:
bg: '#ffffff'
color: '#1d1d1f'
radius: 18
padding: '32px'
use: 'Buy-flow configurator, account modals.'
motion:
ease-standard: 'cubic-bezier(0.4, 0, 0.2, 1)'
ease-emphasized: 'cubic-bezier(0.16, 1, 0.3, 1)' # apple-design-curve — peak signature
ease-out-soft: 'cubic-bezier(0, 0, 0.2, 1)'
ease-fluid: 'cubic-bezier(0.65, 0, 0.35, 1)'
duration-fast: 100
duration-standard: 200
duration-slow: 400
duration-deliberate: 600
scroll-pin-product: '600–1200ms cinematic ease-emphasized — product pinned in view, copy scrolls past'
hover-cta-fade: 'fill #0071e3 → #0077ed over 200ms standard'
link-underline-grow: 'underline thickens 0 → 1px on hover, 200ms'
modal-enter: 'scrim 200ms + dialog 240ms ease-emphasized translate-y +12 → 0'
carousel-product: '900ms ease-emphasized — slow, deliberate hand-off between product slides'
reduced-motion: 'respects prefers-reduced-motion: reduce — pinned product scrolls degrade to instant cuts; carousel auto-advance disables; opacity-only transitions remain.'
breakpoints:
mobile: 734
tablet: 1068
desktop: 1280
wide: 1440
shadows:
none: 'none'
ambient: 'rgba(0,0,0,0.04) 0 1px 2px'
card: 'rgba(0,0,0,0.04) 0 4px 12px'
dropdown: 'rgba(0,0,0,0.10) 0 6px 16px'
modal: 'rgba(0,0,0,0.18) 0 12px 32px'
ring: '0 0 0 4px rgba(0,113,227,0.4)' # focus halo
accessibility:
contrast-text-on-bg: 17.4 # #1d1d1f on #ffffff — AAA
contrast-text-on-brand: 4.6 # #ffffff on #0071e3 — AA at body
contrast-soft-on-bg: 4.5 # #6e6e73 on #ffffff — AA
contrast-muted-on-bg: 3.5 # #86868b on #ffffff — AA large only (used at ≥18px)
contrast-link-on-bg: 7.0 # #0066cc on #ffffff — AAA
focus-ring: '4px solid rgba(0,113,227,0.4) outline + 2px outline-offset — Apple''s signature blue halo'
reduced-motion-honored: true
touch-target-min: 44 # nav and primary CTA both
keyboard-nav: 'Skip-to-main link first. Top nav: Tab through product tabs left → right, then sub-nav, then in-page hero CTAs.'
aria-conventions: 'Product panels use <section aria-labelledby>; carousel uses role="region" with aria-roledescription="carousel"; price configurators use role="radiogroup" for capacity choices.'
dark-mode: per-panel
# Apple''s marketing site is fundamentally light, but individual product panels (iPhone Pro hero, Watch hero, Vision Pro) ship full dark surfaces with the SAME Apple-blue accent (rendered as #2997ff, the optical-text variant for dark backgrounds). The chrome (header / footer / page bg) stays light.
colors-dark:
bg: '#000000'
bg-deep: '#1d1d1f'
surface: '#1d1d1f'
surface-2: '#2c2c2e'
text: '#f5f5f7'
text-soft: '#a1a1a6'
text-muted: '#86868b'
brand: '#2997ff' # optical-blue cut for dark — observed on iPhone Pro panel
link: '#2997ff'
on-brand: '#ffffff'
border: 'rgba(255,255,255,0.16)'
divider: 'rgba(255,255,255,0.08)'
lineage:
summary: |
Apple's marketing site is the elder system most other product sites
quietly reference. The `--sk-*` ("Stylekit") token namespace exposes
a complete chromatic system — `--sk-fill-blue: rgb(0, 113, 227)` for
primary, `--sk-fill-gray-tertiary: rgb(210, 210, 215)` for ground,
`--sk-body-text-color: rgb(29, 29, 31)` for type — with semantic
pairs (`fill` / `glyph`, `primary` / `secondary` / `tertiary`) that
show up later in Linear, Vercel, and dozens of agency portfolios.
The signature button radius is `980px` — large enough to behave as a
full pill at every realistic button width, but specified as a
deliberate finite number so very wide variants degrade to a soft
rounded rect rather than a stadium. SF Pro Text (the optical text
cut) is used at 17px body — Apple ships *two* SF Pro families and
chooses Text rather than Display for the homepage so the small UI
legible-at-distance branch wins. The chrome is restrained to a 44px
sticky `#fafafc` header with no border, no shadow.
influences:
- name: Susan Kare / original Mac UI
role: Foundation for the SF type lineage and the rounded-rect ergonomic that defines the button system
url: https://kare.com
- name: Dieter Rams / Braun
role: White-canvas product theatre — "weniger, aber besser" — as a marketing language
url: https://en.wikipedia.org/wiki/Dieter_Rams
- name: Apple Human Interface Guidelines
role: Token semantics (fill / glyph / primary / secondary / tertiary) that the rest of the industry copies
url: https://developer.apple.com/design/human-interface-guidelines/
- name: SF Pro / SF Pro Text by Apple
role: The two-axis optical-cut typography model — Display for ≥20px, Text for body — that the homepage exploits
url: https://developer.apple.com/fonts/
- name: Stylekit (sk- namespace)
role: The internal Apple design system that ships the --sk-* tokens powering apple.com
url: https://www.apple.com
---
## 1. Visual Theme & Atmosphere
Apple's homepage is a vertical rail of full-width product theatres — a hero panel for each major product line, separated by ~12px gaps of the `#fafafc` page background. The page itself is pure white (`#ffffff`); the header, footer, and inter-panel gutters are the very-slightly-warmer gray-secondary `#fafafc`. There is no marketing copy in the header, no tagline strip, no banner — just a 44px nav, then the first product panel begins.
The atmosphere is **silent and confident**. Where Stripe ships a crafted gradient and Linear ships a dark canvas, Apple ships nothing — a bright, deliberately empty stage that yields to the product photography. The brand color `#0071e3` appears only as text-link and inside the rare elevated CTA. Every product panel is its own self-contained chromatic universe — the iPhone Pro panel goes black, the Watch panel goes graphite, the AirPods panel stays white — but the chrome that wraps them is uncompromisingly neutral.
The geometry is engineered to be invisible. The signature `980px` button radius behaves as a perfect pill at every realistic button width but degrades to a soft rounded rect at extreme widths — a finite number, not the lazy `9999`, exposing the engineering discipline. SF Pro Text (the optical "small size" cut) is chosen for body at 17px / 1.47, generous compared to most product sites. The combination of larger body type and tight tracking (`-0.022em` on body) makes Apple's marketing copy read like print magazine pulls — long sentences, lots of air around the column, no nervous energy.
The page works because it never tries to entertain you. It is a vertical sequence of product hand-offs, paced like a magazine flat-plan: each panel a full visual moment, separated by the pale gutter, with no narrative chrome trying to bridge them. Apple's brand-ness comes from the absence — the silence is the system.
**Key Characteristics:**
- Pure white canvas (`#ffffff`) — silence as a design principle
- `980px` button radius — finite-pill geometry, the system's signature
- Single brand voltage: Apple blue `#0071e3` only for actionable surfaces
- SF Pro Text at 17px body — optical small-size cut, generous line-height
- 44px sticky header — the skinniest chrome in the industry
- Edge-to-edge product panels separated by 12px `#fafafc` gutters
- Per-panel chromatic universes — black iPhone Pro, white AirPods, graphite Watch
- Near-zero shadows — depth comes from gutter color, not elevation
- Two type cuts (SF Pro Display for ≥20px, SF Pro Text for body)
- 980px centred type column inside edge-to-edge panels
- Cinematic scroll: products pin in view as copy scrolls past
## 2. Color Palette & Roles
### Primary
- **Canvas** (`#ffffff`) → `--sk-fill`: the page floor for the chrome and most marketing panels.
- **Ink** (`#1d1d1f`) → `--sk-body-text-color` / `--sk-headline-text-color`: dominant text colour. Slightly softened from pure black, photographs warmer.
- **Apple Blue** (`#0071e3`) → `--sk-fill-blue` / `--sk-focus-color`: the singular brand voltage. Only on actionable surfaces — primary CTA fill, focus ring, inline brand wordmark.
### Brand & Dark
- **Optical Blue** (`#2997ff`): the dark-mode SF-equivalent. Used inside dark product panels (iPhone Pro hero, Vision Pro) so the link / CTA blue stays legible against `#000`. Apple ships two blues, one per optical mode.
- **Bg Dark** (`#000000`): pure black product-panel ground (iPhone Pro hero).
- **Bg Deep** (`#1d1d1f`): near-black product-panel ground (Watch, AirPods Pro hero) — slightly softer than `#000`, photographs better against high-key product imagery.
### Accent (Per-Panel)
- **Watch Coral** (`#fa4c5a`): observed on Watch hero seasonal campaigns.
- **Vision Pro Lavender** (`#a16eff`): observed inside Vision Pro splash bands.
- These are sub-brand accents — they appear inside one panel and never leak into chrome.
### Interactive
- **Link** (`#0066cc`) → `--sk-body-link-color`: inline body-text links. Slightly darker than `#0071e3` for AAA contrast on white.
- **Link Hover** (`#004999`): underline appears, colour darkens.
- **Selected** (`#0071e3` fill, `#ffffff` text): radio-style selectors in the Buy configurator.
- **Disabled** (`#a1a1a6` text, `#f5f5f7` fill): the `#86868b` disabled register only kicks in below 18px.
### Neutral Scale
- **Ink** (`#1d1d1f`) — display, body, headlines
- **Soft** (`#6e6e73`) → `--sk-glyph-gray-secondary`: supporting copy under headlines
- **Muted** (`#86868b`) → `--sk-fill-gray-secondary`: captions, disclaimers, currency disclosures
- **Faint** (`#a1a1a6`): legal copy, footnote stars
- **Divider** (`#d2d2d7`) → `--sk-fill-gray-tertiary`: solid hairlines between footer columns
### Surface & Borders
- **Canvas** (`#ffffff`) — page floor
- **Surface** (`#fafafc`) → `--sk-fill-secondary`: header / footer / inter-panel gutter — the page's only "non-white" white
- **Surface-2** (`#f5f5f7`) → `--sk-fill-tertiary`: section-panel ground (the AirPods Pro panel, the Apple TV+ panel)
- **Border** (`rgba(0,0,0,0.16)`) → `--sk-fill-gray-tertiary-alpha`: translucent hairline used inside in-card dividers
- **Border Strong** (`rgba(0,0,0,0.32)`): footer column rules, table borders inside Buy configurators
### Shadow Colors
Apple stays neutral-grey-tinted, never blue-tinted. The system trusts the gutter to carry depth — most surfaces have no shadow at all. Shadows that exist are 2-layer at most.
- `rgba(0,0,0,0.04) 0 1px 2px` — ambient (almost invisible)
- `rgba(0,0,0,0.04) 0 4px 12px` — card hover (Apple TV+ tiles)
- `rgba(0,0,0,0.10) 0 6px 16px` — dropdown / nav popover
- `rgba(0,0,0,0.18) 0 12px 32px` — modal (Buy configurator overlay)
### Semantic
- **Success** (`#1d8649` on `#e8f5ee`) — order confirmation in Buy flows
- **Warning** (`#bf4800` on `#fff5ee`) — carrier disclosure / regulatory advisory
- **Danger** (`#d32f2f` on `#fdecec`) — form errors (rarely seen in marketing)
- **Info** uses the brand blue (`#0071e3` on `#e8f2fc`) — Apple does not differentiate info from brand
## 3. Typography Rules
### Font Family
**Primary**: `"SF Pro Display"`. Fallback chain: `"SF Pro Text", "SF Pro Icons", "Helvetica Neue", Helvetica, Arial, sans-serif`. SF Pro Display is the headline cut; Apple swaps to **SF Pro Text** below 20px, where Text's looser counters and slightly heavier hairlines beat Display's tighter forms. The two-cut model is the system's typographic discipline.
**Body**: `"SF Pro Text"` exclusively for nav, CTA copy, body, and form fields. Apple's homepage runs on the Text cut — Display is reserved for ≥20px headlines.
**Mono companion**: `"SF Mono"`. Used sparingly — mostly on developer.apple.com and inside spec sheets. Does not appear in consumer marketing chrome.
**OpenType features**: `tnum` enabled on prices and measurements (timing values like "20-hour battery life"). `ss01` is enabled on display headlines for the alternate single-storey `a` that gives Display its sharp character. `ss02` enables on select wordmarks for the slashed-zero variant.
### Hierarchy
| Role | Font | Size | Weight | Line Height | Letter Spacing | OT Features | Notes |
|------|------|------|--------|-------------|----------------|-------------|-------|
| display-hero | SF Pro Display | 96 | 600 | 1.0417 | -0.015em | ss01 | iPhone hero ("iPhone 16 Pro") — peak typographic moment |
| display-xxl | SF Pro Display | 80 | 600 | 1.05 | -0.012em | — | Vision Pro / Mac hero second tier |
| display-xl | SF Pro Display | 64 | 600 | 1.0625 | -0.009em | — | Section H1 inside product panels |
| display-lg | SF Pro Display | 56 | 600 | 1.07 | -0.005em | — | Standard H1 across product pages |
| display-md | SF Pro Display | 48 | 600 | 1.08 | -0.003em | — | Sub-section heads ("Camera. New ways to shoot.") |
| h2 | SF Pro Display | 34 | 600 | 1.47 | -0.011em | — | Apple TV+ tile titles, Apple News heads |
| h3 | SF Pro Display | 28 | 600 | 1.143 | 0.007em | — | Feature card titles — note positive tracking |
| h4 | SF Pro Display | 24 | 600 | 1.167 | 0.009em | — | Sub-feature titles inside panels |
| title-lg | SF Pro Text | 21 | 600 | 1.19 | 0.011em | — | Footer column heads — switches to Text cut at 21 |
| title-md | SF Pro Text | 19 | 600 | 1.2105 | 0.012em | — | "Buy" callout titles |
| body-lg | SF Pro Text | 19 | 400 | 1.4211 | 0.012em | — | Hero supporting paragraph |
| body | SF Pro Text | 17 | 400 | 1.47 | -0.022em | — | Default running text — note the slight negative tracking |
| body-sm | SF Pro Text | 15 | 400 | 1.33 | -0.014em | — | Card body, feature lists |
| caption | SF Pro Text | 14 | 400 | 1.286 | -0.016em | — | Currency / price disclaimers |
| legal | SF Pro Text | 12 | 400 | 1.333 | -0.005em | — | Footnote symbols, regulatory copy |
| micro | SF Pro Text | 11 | 500 | 1.27 | 0.066em | uppercase | "NEW" eyebrow tags — uppercase, positive tracking |
| nav-link | SF Pro Text | 14 | 400 | 1.286 | -0.016em | — | Top product-nav labels |
| button-lg | SF Pro Text | 17 | 400 | 1.18 | -0.022em | — | Primary CTA labels — note: weight 400, not 600 |
| button-sm | SF Pro Text | 14 | 400 | 1.286 | -0.016em | — | Secondary "Learn more" links |
| code | SF Mono | 14 | 400 | 1.43 | 0 | — | Developer doc code samples (off marketing) |
### Principles
- **Two-cut optical discipline.** SF Pro Display below 20px is forbidden; SF Pro Text above 20px is forbidden. The two cuts are not interchangeable — they have different x-heights, different counter shapes, different stroke contrast.
- **Body weight is 400, not 500.** Marketing CTAs use weight 400 too — Apple lets size and color carry hierarchy, never pushes weight.
- **Tracking switches sign at the boundary.** Display sizes track *negative* (-0.005 to -0.015em); body and small text track *positive or zero*. The reason: large display benefits from tighter letterfit, body benefits from slightly opened tracking for legibility.
- **Body 17px is intentionally generous.** Most product sites ship 15–16px body. Apple ships 17 because the marketing reads like long-form magazine copy — generous body invites slow reading.
- **Headline lineHeight tightens with size.** 96px sits at 1.0417, 56px at 1.07, 34px at 1.47. The H2 line-height looks too tall on paper but reads correctly because H2s often wrap to 2–3 lines.
- **One typographically loud moment per page.** The 96px hero is the only place type alone carries hierarchy. Below the hero, photography takes over; type recedes to 17/1.47 body.
- **Tabular numerals on prices.** Configurator prices and "From $999" callouts all enable `tnum` so columns align.
- **Never push weight to 700 in marketing.** 700+ exists in SF Pro but Apple reserves it for OS chrome, not marketing.
## 4. Component Stylings
### Buttons
**`button-primary`** — The famous **blue pill**: `#0071e3` fill, white text, SF Pro Text 17/1.18 weight 400, padding `11px 21px`, `980px` radius. Every "Buy", "Order Now", "Pre-order" inherits this geometry. The 980px is finite — at extreme widths it degrades to a soft rounded rect, not a stadium.
**`button-primary-hover`** — Pointer-over flips fill to `#0077ed`. No transform, no shadow. The colour shift is the entire interaction.
**`button-primary-pressed`** — Pointer-down: `#006edb`. Slight darken, no scale change. Apple does not "click" with motion.
**`button-secondary-link`** — Plain `#0066cc` link with trailing chevron icon. No border, no fill. Underline appears only on hover and grows from 0 → 1px over 200ms. Used for "Learn more", "Compare", "Watch the film".
**`button-on-dark`** — On dark product panels (iPhone Pro hero, Watch hero), the primary CTA inverts to **white pill on black**: `#ffffff` fill, `#1d1d1f` text, same `980px` radius and padding. The blue link colour switches to `#2997ff` (optical blue).
**`button-on-dark-secondary`** — `#2997ff` text on dark, no fill, chevron-suffixed.
**Nav pill** — Sub-nav (e.g., the Watch sub-page) uses a `980px` floating pill of `rgba(255,255,255,0.72)` with `1d1d1f` text. Sticky on scroll; backdrop-blur applied.
### Cards
**`card-feature`** (`--media-gallery-tile`) — `#fafafc` fill, `18px` radius, 40×28px padding. Apple TV+ show tiles, Apple News editorial tiles, accessory grid items. Hover lift: `transform: translateY(-2px); box-shadow: rgba(0,0,0,0.04) 0 4px 12px;` over 200ms.
**`card-product`** — Section panel containing one product theatre. `#f5f5f7` ground, `28px` radius, no padding (image and copy float inside). The card *is* the panel; there's no card chrome beyond the corner radius and ground fill.
**`card-on-dark`** — Inside dark product panels, cards keep the panel ground (no separate fill) and rely on hairline `rgba(255,255,255,0.16)` borders. Apple does not stack dark cards on dark panels — depth comes from the panel itself.
### Badges, Tags, Pills
**`badge-feature`** — Uppercase eyebrow above headlines: 11px / 500, `0.066em` tracking, `#bf4800` (the warm advisory orange) for "NEW", `#1d8649` for "AVAILABLE NOW", or `#0071e3` for "PRE-ORDER". No fill, no border — just coloured uppercase text.
**`pill-spec`** — Inline spec badges in iPhone configurator ("128 GB", "512 GB"): `#f5f5f7` fill, `1d1d1f` text, sharp `4px` radius. Selected state: `#0071e3` fill, white text. Note the radius break — specs use `4px`, not the `980px` button radius.
### Inputs / Forms
**`text-input`** — Account / search inputs. `#ffffff` fill, `1px solid #d2d2d7` border, **0px radius** (sharp corners — explicit register break from the `980px` pill), 28px height, 4×8px padding. On focus: `outline: 2px solid #0071e3`. The system's only sharp-corner element.
**`search-overlay`** — Full-bleed search modal. `rgba(255,255,255,0.94)` fill with backdrop-blur. Single drop shadow `rgba(0,0,0,0.18) 0 12px 32px`. Sharp corners for the input, but the overlay container itself is straight-edged.
### Navigation
**`top-nav`** — `44px` height, `#fafafc` (`--sk-fill-secondary`) backdrop with backdrop-blur `saturate(180%) blur(20px)`. No border, no shadow. Apple wordmark flush left at 14px wide, ~10 product tabs (Mac, iPad, iPhone, Watch, …) centred, search and bag icons flush right. Each tab is 14×0px text with 16px horizontal padding; hover state shows a subtle `rgba(0,0,0,0.04)` background pill.
**`top-nav-on-dark`** — On dark product hero panels, the nav inverts: `rgba(0,0,0,0.5)` backdrop with the same blur. Wordmark goes white. This is the only place Apple paints chrome on top of a panel.
### Modals & Overlays
**`modal`** — Centred dialog over `rgba(0,0,0,0.48)` scrim. White surface, `18px` radius, `32px` padding, modal shadow tier. Buy configurator and account modals.
**`tooltip`** — Used very sparingly. `#1d1d1f` fill, white text in `caption` (14/400), `4px` radius, 6×10px padding. Apple prefers explicit visible labels to hover-revealed help.
### Decorative
**`product-photo-frame`** — Edge-to-edge product imagery floats inside panels with no frame, no shadow, no rounded corners. The product is the visual; the system trusts the photo to do everything chrome would.
## 5. Layout Principles
### Spacing System
- Base unit: **4px** with 2px micro-step
- Scale: `2 · 4 · 8 · 12 · 16 · 20 · 24 · 32 · 44 · 48 · 64 · 80 · 96 · 120 · 160`
- Inter-panel gutter: **12px** of `#fafafc` between every product panel — the system's only consistent rhythm
- Section padding (vertical): 96px–160px inside major panels (generous, magazine-paced)
- Card internal padding: 40×28px on feature cards, 28px on Apple TV+ tiles
- Type column gutter: 16px between body and trailing CTA chevron link
### Grid & Container
- Max content: panels go **edge-to-edge** (no clamp on 4K displays)
- Type column inside panels: centred ~**980px** wide
- Two-column inside panels: 50/50 split with 32px gutter (e.g., "Performance" and "Battery" sub-features side by side)
- Apple TV+ grid: 4-column at desktop, 18px radius cards, 12px gutter between
- Footer: 4-column link list at desktop, ~1280px max width
### Whitespace Philosophy
The system is **magazine-paced**. Each panel has 96–160px of vertical breathing room above and below the type column. The hero gets the most space (often 200px+ above the H1). Apple uses whitespace as the brand's primary chrome — there is no decorative imagery filling negative space; the negative space is the imagery.
### Section Cadence
The homepage alternates **light → dark → light** through the panel rail:
- White panel (Watch, MacBook Air)
- Dark panel (iPhone Pro hero — pure `#000`)
- Light grey panel (Apple Vision Pro splash on `#f5f5f7`)
- White panel (Apple TV+ editorial)
- Dark panel (AirPods Pro)
The cadence is musical — every 2 panels the ground shifts. This gives the page rhythm without a single visible divider.
## 6. Shapes & Radius Scale
| Tier | Value | Use |
|------|-------|-----|
| Sharp | 0px | Form inputs (text, search) — explicit register break |
| Micro | 4px | Spec pills (capacity, colour selectors) inside Buy configurators |
| Standard | 8px | Inline tiles, image overlays |
| Comfortable | 12px | Apple News editorial cards |
| Relaxed | 18px | `--media-gallery-tile` — Apple TV+ tiles, accessory grids |
| Featured | 28px | Product panel section bezels |
| Hero | 34px | Largest product tiles (iPhone Pro feature panel) |
| Button | 980px | The signature finite-pill — primary CTAs |
| Pill | 9999px | Status badges only — never on buttons |
The `980px` is the system's single most distinctive number. It is **not** `9999px`; the finite value means very wide buttons (rare but possible) degrade to a soft rounded rect rather than a perfect stadium. This is engineering discipline made visible — Apple specifies the exact radius rather than the lazy infinity.
There is one **forbidden mix**: never combine `980px` button corners with `0px` form-input corners on the same screen. The system has only two shape registers — products use big curves, forms use sharp corners — and they are kept on separate screens.
## 7. Depth & Elevation
| Level | Treatment | Use |
|-------|-----------|-----|
| 0 — Flat | no shadow | Body, hero, all editorial panels (~95% of surfaces) |
| 1 — Card hover | `rgba(0,0,0,0.04) 0 4px 12px` | Apple TV+ tiles, accessory cards on pointer-over |
| 2 — Dropdown | `rgba(0,0,0,0.10) 0 6px 16px` | Nav popovers, search-suggest dropdown |
| 3 — Overlay | `rgba(0,0,0,0.18) 0 12px 32px` | Buy configurator modal, search overlay |
| 4 — Scrim | `rgba(0,0,0,0.48)` ground | Modal backdrop tone |
### Shadow Philosophy
Apple's homepage uses **near-zero shadow**. Panels separate by gutter color alone — `#fafafc` between `#ffffff` panels (or vice versa: `#ffffff` between dark panels). The only shadow on the chrome is the search overlay's drop shadow at full open. Cards inside product panels (Apple TV+ tile grid) use a `12–18px` radius and a barely-there `rgba(0,0,0,0.04)` fill instead of a stroke or shadow.
Where Stripe layers blue-tinted multi-stack shadows for depth, Apple lets **negative space** carry depth. The system's depth is in the gutter — not above the surface, but between the surfaces. This is why the homepage photographs cleanly even on cheap displays: there's no nuanced shadow for a low-gamut screen to crush.
## 8. Interaction & Motion
### Easing
- **Standard**: `cubic-bezier(0.4, 0, 0.2, 1)` — hover colour swaps, link underline grow, dropdown reveal
- **Emphasized**: `cubic-bezier(0.16, 1, 0.3, 1)` — Apple's signature design curve. Modal entry, scroll-pin product hand-offs, carousel slide
- **Out-soft**: `cubic-bezier(0, 0, 0.2, 1)` — image fades, scrim entry
- **Fluid**: `cubic-bezier(0.65, 0, 0.35, 1)` — long deliberate animations (product reveal, parallax)
### Durations
| Bucket | Value | Use |
|--------|-------|-----|
| Fast | 100ms | Hover colour swaps, focus ring appearance |
| Standard | 200ms | Link underline grow, button hover, dropdown reveal |
| Slow | 400ms | Modal enter, scrim fade |
| Deliberate | 600–1200ms | Cinematic product pin-and-scroll, carousel slide |
### Per-Component Recipes
- **Primary CTA hover**: fill `#0071e3` → `#0077ed` over 200ms standard. No transform, no shadow change. The colour shift is the entire interaction.
- **Link underline grow**: `text-decoration-thickness: 0px → 1px` over 200ms. Apple is the only major brand that *grows* underlines on hover instead of just toggling them.
- **Card hover lift**: `translateY(-2px)` over 200ms ease-emphasized + `box-shadow: 0 4px 12px rgba(0,0,0,0.04)`. Used on Apple TV+ tiles.
- **Scroll-pin product hand-off**: as a panel scrolls into view, the product image pins to viewport centre and the supporting copy scrolls past it over 600–1200ms ease-emphasized. The signature Apple marketing motion — used on iPhone Pro feature panels.
- **Modal enter**: scrim fades 0 → 0.48 opacity over 200ms ease-out, then dialog translates `translateY(12px)` → 0 with opacity 0 → 1 over 240ms ease-emphasized.
- **Carousel slide**: 900ms ease-emphasized between product slides — slow and deliberate, never snappy. The slowness is the brand voice.
- **Search overlay**: full-bleed reveal with backdrop-blur applied over 240ms ease-emphasized. Input focus is delayed 80ms after overlay enter so keyboard nav lands right.
### Page Transitions
Page-to-page navigation (homepage → product → Buy) uses a soft cross-fade rather than a slide — 300ms over the full page. The white canvas makes this nearly invisible, which is the point: Apple wants the product photography to be the moment of arrival, not the chrome.
### Reduced Motion
Respects `prefers-reduced-motion: reduce`. The signature scroll-pin hand-off degrades to instant cuts (the product appears in place, copy appears below). Carousel auto-advance disables; user-initiated navigation still works. All `translate` and `scale` transforms suppress; only opacity transitions remain. The blue pill hover stays (it's a colour swap, not a transform).
## 9. Accessibility & A11y
### Contrast Pairs
| Pair | Ratio | Level |
|------|-------|-------|
| #1d1d1f ink on #ffffff canvas | 17.4 | AAA |
| #ffffff on #0071e3 brand CTA | 4.6 | AA body / AAA large |
| #0066cc link on #ffffff | 7.0 | AAA |
| #6e6e73 soft on #ffffff | 4.5 | AA |
| #86868b muted on #ffffff | 3.5 | AA large only — used at ≥18px |
| #f5f5f7 on #ffffff (surface vs canvas) | 1.04 | Borders required to separate |
| #2997ff optical blue on #000 dark | 5.9 | AA |
### Focus Indicators
Focus ring is `4px solid rgba(0,113,227,0.4)` outline with `2px outline-offset` — the signature Apple-blue halo. Larger than most systems' 2px ring; the soft alpha makes it feel like a glow rather than a hard border. It survives at high contrast and never overlaps the button corners.
### ARIA Patterns
- **Product panels**: `<section aria-labelledby="iphone-hero">` with H1 inside. Announces correctly on screen readers.
- **Carousel** (used in Apple TV+ shelf): `role="region" aria-roledescription="carousel"` with prev/next buttons that announce slide position.
- **Buy configurator**: `role="radiogroup"` for capacity / colour choices. Each option is a `role="radio"` with `aria-checked`.
- **Modal**: focus trap, Esc closes, focus returns to trigger on close.
- **Search overlay**: `role="dialog" aria-label="Search apple.com"`. Input gets `aria-autocomplete="list"` for the suggest dropdown.
### Keyboard Navigation
- Skip-to-main link first (visible on focus).
- Top nav: Tab through wordmark → product tabs left-to-right → search → bag.
- Carousel: Tab to region, then arrow keys to navigate slides.
- Configurator: Tab to radiogroup, arrow keys to change selection (standard radio behaviour).
- Buy flow: Tab through fields top-to-bottom, Enter submits.
### Screen Reader Hints
Apple uses verbose `aria-label` on icon-only chrome — the bag icon announces "Shopping bag, 0 items"; the search icon announces "Search apple.com"; product nav icons (which sometimes show only an icon at narrow widths) carry `aria-label="iPhone"`. The wordmark links to home with `aria-label="Apple"`.
### Reduced Motion
Honored via `@media (prefers-reduced-motion: reduce)`. Pinned-product scroll hand-offs degrade to instant cuts; carousel auto-advance disables; all transform-based animations become opacity-only.
## 10. Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|------|-------|-------------|
| Mobile | <734px | Top nav collapses to wordmark + hamburger; product panels shrink to viewport-width, type column to ~88vw; carousel becomes scroll-snap |
| Tablet | 734–1067px | Top nav keeps product tabs but collapses sub-tabs; panels at full-bleed but type column tightens to 600px |
| Desktop | 1068–1279px | Full top nav with all product tabs; type column at 980px |
| Wide | ≥1280px | Panels stay edge-to-edge; type column caps at 980px; gutters absorb the rest |
### Touch Targets
- Primary CTAs: minimum 40×40px (slightly under 44px AAA, but compensated by 12px+ surrounding padding)
- Top nav links: 44×44px effective (text 14px + 16px horizontal padding)
- Carousel arrows: 44×44px circular
- Spec pills inside Buy configurator: 32px tall — compensated by 8px gutters
### Collapsing Strategy
- Top nav → hamburger sheet below 734px; the sheet is full-bleed white with 18px-radius corners and product tabs stacked vertically at 17px / 600.
- Product panels stay edge-to-edge at every breakpoint — never reflow to padded boxes.
- Type column inside panels collapses to ~88vw on mobile, then 600px / 720px / 980px at tablet / desktop / wide.
- Apple TV+ grid: 4-column → 2-column → 1-column.
- Buy configurator collapses from 2-column to single-column at 734px; sticky bottom bar replaces the right-rail price summary.
### Image Behavior
Product photography uses `aspect-ratio` lockfor the hero image and `object-fit: cover` for the panel. Carousels use scroll-snap on touch surfaces and arrow buttons on mouse. Apple ships HEIC and AVIF for product images with WebP and JPEG fallbacks; the same image at multiple resolutions is served via `srcset`.
### Container Queries
Apple TV+ tiles use container queries to swap from a 16:9 hero card (when tile width ≥ 480px) to a 1:1 portrait card (below 480px). Inside the Buy configurator, the price summary uses container queries to switch between horizontal (price + spec line) at ≥600px and vertical stack below.
## 11. Content & Voice
### Tone
**Confident, declarative, and never chatty**. Apple's voice trusts the reader to understand product value without being told. Headlines lead with the product ("iPhone 16 Pro. So strong. So light. So Pro."), not the action ("Buy the latest iPhone!"). There are no exclamation marks in product marketing (rare exceptions in seasonal banners like "Happy Holidays!"). The brand consistently positions products as objects of craft, not commodities.
### Microcopy Patterns
- **Button verbs**: "Buy", "Order Now", "Pre-order", "Learn more", "Compare", "Watch the film" — direct, outcome-named, never "Submit" or "Click here"
- **Configurator labels**: instructive and complete — "Choose your finish", "Choose your storage" — never "Select option"
- **Error message recipe**: `[What went wrong]. [How to fix].` — e.g., "Your card was declined. Choose a different payment method or contact your bank."
- **Success confirmations**: short and personalized — "Your order is confirmed. We'll email you a tracking number when your iPhone ships." rather than "Order successful"
- **Price disclaimers**: full sentences with footnote markers — "From $999 or $41.62/mo. for 24 mo. before trade-in*"
### Empty States
Apple's marketing site has very few empty states (most pages are populated by product). The exceptions:
- Empty bag: "Your bag is empty. Continue shopping" with a chevron link to the homepage.
- Empty search: "No results for `query`. Check the spelling or try a more general term."
- Empty wishlist (in Apple Music marketing): "Songs you save to your library will appear here. Tap the + on any song to start."
### CTA Verb Conventions
- Primary action: **"Buy"** (commerce), **"Order Now"** (in-stock new product), **"Pre-order"** (announced but not shipping)
- Secondary action: **"Learn more"** (chevron link), **"Compare"** (across product line), **"Watch the film"** (video link)
- Tertiary text: **"View all"** (gallery), **"See it in AR"** (mobile)
- Never: "Submit", "Click here", "Get yours", "Sign up now" (consumer-tech cliché Apple avoids)
## 12. Dark Mode & Theming
Apple's marketing site is **per-panel dark, not site-wide dark**. The chrome (header / footer / page background) stays light at every visit; individual product panels (iPhone Pro hero, Apple Watch hero, Vision Pro, AirPods Pro) ship full dark surfaces.
When a panel goes dark:
- Ground flips to `#000000` (pure black, e.g. iPhone Pro) or `#1d1d1f` (near-black, e.g. Watch)
- Body text becomes `#f5f5f7`
- Soft text becomes `#a1a1a6`
- Brand blue swaps to **optical blue** `#2997ff` — the SF-equivalent for dark backgrounds
- Apple Blue `#0071e3` would clip against pure black; `#2997ff` retains hue while gaining luminance
- Borders flip to `rgba(255,255,255,0.16)`
- The white pill CTA (`button-on-dark`) replaces the blue pill — black panels need maximum-contrast actions
**Dark token swap (when a panel ships dark):**
| Token | Light | Dark |
|-------|-------|------|
| bg | #ffffff | #000000 (or #1d1d1f) |
| text | #1d1d1f | #f5f5f7 |
| text-soft | #6e6e73 | #a1a1a6 |
| brand | #0071e3 | #2997ff |
| link | #0066cc | #2997ff |
| on-brand | #ffffff | #ffffff |
| border | rgba(0,0,0,0.16) | rgba(255,255,255,0.16) |
The site does not respond to `prefers-color-scheme`. The light/dark choice is editorial — chosen per panel by the designer, not by the user. This is deliberate: the iPhone Pro hero photographs better against `#000` regardless of user preference.
## 13. Lineage & Influences
Apple's marketing site is the elder system most other product sites quietly reference. The `--sk-*` ("Stylekit") token namespace exposes a complete chromatic system — `--sk-fill-blue: rgb(0, 113, 227)` for primary, `--sk-fill-gray-tertiary: rgb(210, 210, 215)` for ground, `--sk-body-text-color: rgb(29, 29, 31)` for type — with semantic pairs (`fill` / `glyph`, `primary` / `secondary` / `tertiary`) that show up later in Linear, Vercel, Stripe, Notion, and dozens of agency portfolios. The Apple HIG's token semantics are the foundation; the marketing site is the most public expression of that token system.
The visual lineage runs through three traditions: **Dieter Rams / Braun's "weniger, aber besser"** (white-canvas product theatre as a marketing language); **Susan Kare's original Mac UI** (rounded-rect ergonomic that defines the button radius scale); and **Helmut Schmidt / Swiss editorial design** (single-column type, generous whitespace, restrained colour). The 980px button radius is the system's most distinctive single number — finite, not infinite, exposing engineering discipline.
What Apple rejects: heavy shadows, decorative gradients (Stripe's territory), dark site-wide canvas (Linear's territory), multiple brand colours, illustrative chrome, banner copy, exclamation marks. The brand's voice is silence; the page chrome's job is to disappear so the product photography does the work.
**Influences:**
- Dieter Rams / Braun — white-canvas product theatre, [Wikipedia](https://en.wikipedia.org/wiki/Dieter_Rams)
- Susan Kare — original Mac UI typography & icon language, [kare.com](https://kare.com)
- Helmut Schmidt / Swiss design — single-column type, generous whitespace
- Apple Human Interface Guidelines — semantic token pairs (fill/glyph, primary/secondary/tertiary), [HIG](https://developer.apple.com/design/human-interface-guidelines/)
- SF Pro / SF Pro Text — two-axis optical-cut typography, [apple.com/fonts](https://developer.apple.com/fonts/)
- Stylekit (--sk- namespace) — internal Apple design tokens, [apple.com](https://www.apple.com)
## 14. Do's and Don'ts
**Do**
- Use `980px` radius (not `9999px`) on the primary button — it's the signature geometry that subtly degrades on extreme widths
- Use SF Pro **Text** for marketing copy at 14–17px and reserve SF Pro **Display** for headlines above 20px
- Separate sections with a `#fafafc` gutter rather than a border or shadow — Apple's depth comes from negative space
- Use Apple Blue `#0071e3` only on actionable surfaces — primary CTA, focus ring, inline brand wordmark
- Use Optical Blue `#2997ff` on dark panels — the light blue cut for dark backgrounds
- Pair sharp `0px` form-input corners with `980px` button corners — the system has only two shape registers
- Lead headlines with the product, not the action — "iPhone 16 Pro." not "Buy the new iPhone!"
- Use tabular numerals on prices and configurator capacities
- Keep the chrome at 44px height with no border, no shadow — the skinniest top-nav in the industry
- Use `prefers-reduced-motion` to degrade scroll-pin hand-offs to instant cuts
**Don't**
- Don't use Apple Blue `#0071e3` as decoration. It is reserved for actionable surfaces (buttons, links, focus rings) only
- Don't clamp page width on the marketing surface. Apple's panels are always edge-to-edge; the type column inside is what's centered
- Don't mix the `980px` button pill with sharp `4px` form-input corners on the same screen — the system has only two shape registers
- Don't apply heavy multi-layer shadows. The system's depth is in the gutter, not above the surface
- Don't use exclamation marks in product marketing — the voice is confident, never giddy
- Don't push display weight to 700. SF Pro Display at 600 is the system; 700 is for OS chrome
- Don't break the two-cut optical discipline. SF Pro Display below 20px is forbidden; SF Pro Text above 20px is forbidden
- Don't add decorative gradients. Apple ships product photography on flat ground — gradients are Stripe's territory
- Don't paint the focus ring solid. It is `rgba(0,113,227,0.4)` at 4px outline — a halo, not a hard border
- Don't use Apple Blue on dark panels. Switch to Optical Blue `#2997ff` so the link colour stays legible against `#000`
- Don't ship a site-wide dark mode toggle. Apple's dark is per-panel and editorial, not user-toggled
## 15. Agent Prompt Guide
### Quick Color Reference
```
Canvas: #ffffff
Surface (gutter): #fafafc
Surface-2 (panel): #f5f5f7
Ink: #1d1d1f
Soft: #6e6e73
Muted: #86868b
Apple Blue: #0071e3
Apple Blue (hover): #0077ed
Optical Blue (dark mode): #2997ff
Link: #0066cc
Border: rgba(0,0,0,0.16)
Bg Dark: #000000
Bg Deep: #1d1d1f
```
### Example Component Prompts
- "Create an Apple-style hero panel: pure white canvas (#ffffff), 96px / 600 SF Pro Display headline 'iPhone 16 Pro' centred, supporting paragraph in 19px / 400 SF Pro Text below, then a 980px-radius blue pill (#0071e3) labelled 'Buy' followed by a #0066cc 'Learn more ›' link with chevron. No shadows, generous 96px+ vertical breathing room."
- "Design an Apple TV+ feature card: #fafafc fill, 18px radius, 40×28px padding, show poster fills the top half edge-to-edge, title in 28px / 600 SF Pro Display below, single-line description in 17px / 400 ink. Hover lift: translateY(-2px) + rgba(0,0,0,0.04) 0 4px 12px shadow over 200ms ease-emphasized."
- "Build a primary CTA button: #0071e3 fill, white text in SF Pro Text 17/1.18 weight 400, 980px radius, padding 11×21px, 40px height. Hover: fill flips to #0077ed, no transform, no shadow. Pressed: #006edb."
- "Build a dark product hero panel: pure black (#000000) ground, 80px / 600 SF Pro Display headline in #f5f5f7, supporting paragraph in 19px / 400 #a1a1a6 below, then a white pill CTA (#ffffff fill, #1d1d1f text, 980px radius) and a #2997ff 'Learn more ›' optical-blue link to the right. Header chrome inverts to rgba(0,0,0,0.5) with backdrop-blur."
- "Build a Buy configurator: 2-column at desktop, product photo left (60%), spec selector right (40%). Spec pills are 4px-radius (NOT 980px), 32px tall, #f5f5f7 fill / #1d1d1f text in default state, #0071e3 fill / white text when selected. Sticky right-rail price summary at bottom. Mobile: collapses to single-column with sticky bottom bar carrying selected price + Continue CTA."
- "Build a top nav: 44px height, #fafafc backdrop with backdrop-blur saturate(180%) blur(20px), no border. Apple wordmark left at 14px wide; product tabs centred (Mac, iPad, iPhone, Watch, AirPods, TV & Home, Entertainment, Accessories, Support); search and bag icons right. Each tab is 14px / 400 SF Pro Text with 16px horizontal padding. Hover: rgba(0,0,0,0.04) background pill."
### Iteration Guide
1. **Start on white canvas.** Anything other than `#ffffff` for the chrome reads as a different brand. Surface (`#fafafc`) is for the gutter only; surface-2 (`#f5f5f7`) is for product panels.
2. **One Apple Blue moment per fold.** If your composition has two or more `#0071e3` elements visible at once, demote one — the brand colour draws the eye, not papers the page.
3. **Use 980px, not 9999px.** The finite radius is the system's signature engineering discipline. Lazy infinity gives you a stadium; 980 gives you a soft rounded rect at the edges.
4. **SF Pro Display ≥20px, SF Pro Text <20px.** Resist the urge to use Display at body sizes — Text's looser counters and slightly heavier hairlines beat Display below 20px.
5. **Photography carries hierarchy.** If the page feels weak, add a larger product image, not a heavier headline. Type stays at 600 weight max for display; product photos do the work.
6. **Switch to Optical Blue on dark panels.** `#0071e3` clips against `#000` — `#2997ff` is the cut for dark backgrounds. Apple ships two blues for a reason.
7. **Sharp corners on form inputs only.** Every other interactive element is curved. The 0px form input is the deliberate register break.
8. **Headline lineHeight tightens with size.** 96/1.04, 56/1.07, 34/1.47. The H2 line-height looks tall on paper but reads correctly because H2s wrap to 2–3 lines.
1. Visual Theme & Atmosphere
Apple’s homepage is a vertical rail of full-width product theatres — a hero panel for each major product line, separated by ~12px gaps of the #fafafc page background. The page itself is pure white (#ffffff); the header, footer, and inter-panel gutters are the very-slightly-warmer gray-secondary #fafafc. There is no marketing copy in the header, no tagline strip, no banner — just a 44px nav, then the first product panel begins.
The atmosphere is silent and confident. Where Stripe ships a crafted gradient and Linear ships a dark canvas, Apple ships nothing — a bright, deliberately empty stage that yields to the product photography. The brand color #0071e3 appears only as text-link and inside the rare elevated CTA. Every product panel is its own self-contained chromatic universe — the iPhone Pro panel goes black, the Watch panel goes graphite, the AirPods panel stays white — but the chrome that wraps them is uncompromisingly neutral.
The geometry is engineered to be invisible. The signature 980px button radius behaves as a perfect pill at every realistic button width but degrades to a soft rounded rect at extreme widths — a finite number, not the lazy 9999, exposing the engineering discipline. SF Pro Text (the optical “small size” cut) is chosen for body at 17px / 1.47, generous compared to most product sites. The combination of larger body type and tight tracking (-0.022em on body) makes Apple’s marketing copy read like print magazine pulls — long sentences, lots of air around the column, no nervous energy.
The page works because it never tries to entertain you. It is a vertical sequence of product hand-offs, paced like a magazine flat-plan: each panel a full visual moment, separated by the pale gutter, with no narrative chrome trying to bridge them. Apple’s brand-ness comes from the absence — the silence is the system.
Key Characteristics:
- Pure white canvas (
#ffffff) — silence as a design principle 980pxbutton radius — finite-pill geometry, the system’s signature- Single brand voltage: Apple blue
#0071e3only for actionable surfaces - SF Pro Text at 17px body — optical small-size cut, generous line-height
- 44px sticky header — the skinniest chrome in the industry
- Edge-to-edge product panels separated by 12px
#fafafcgutters - Per-panel chromatic universes — black iPhone Pro, white AirPods, graphite Watch
- Near-zero shadows — depth comes from gutter color, not elevation
- Two type cuts (SF Pro Display for ≥20px, SF Pro Text for body)
- 980px centred type column inside edge-to-edge panels
- Cinematic scroll: products pin in view as copy scrolls past
2. Color Palette & Roles
Primary
- Canvas (
#ffffff) →--sk-fill: the page floor for the chrome and most marketing panels. - Ink (
#1d1d1f) →--sk-body-text-color/--sk-headline-text-color: dominant text colour. Slightly softened from pure black, photographs warmer. - Apple Blue (
#0071e3) →--sk-fill-blue/--sk-focus-color: the singular brand voltage. Only on actionable surfaces — primary CTA fill, focus ring, inline brand wordmark.
Brand & Dark
- Optical Blue (
#2997ff): the dark-mode SF-equivalent. Used inside dark product panels (iPhone Pro hero, Vision Pro) so the link / CTA blue stays legible against#000. Apple ships two blues, one per optical mode. - Bg Dark (
#000000): pure black product-panel ground (iPhone Pro hero). - Bg Deep (
#1d1d1f): near-black product-panel ground (Watch, AirPods Pro hero) — slightly softer than#000, photographs better against high-key product imagery.
Accent (Per-Panel)
- Watch Coral (
#fa4c5a): observed on Watch hero seasonal campaigns. - Vision Pro Lavender (
#a16eff): observed inside Vision Pro splash bands. - These are sub-brand accents — they appear inside one panel and never leak into chrome.
Interactive
- Link (
#0066cc) →--sk-body-link-color: inline body-text links. Slightly darker than#0071e3for AAA contrast on white. - Link Hover (
#004999): underline appears, colour darkens. - Selected (
#0071e3fill,#fffffftext): radio-style selectors in the Buy configurator. - Disabled (
#a1a1a6text,#f5f5f7fill): the#86868bdisabled register only kicks in below 18px.
Neutral Scale
- Ink (
#1d1d1f) — display, body, headlines - Soft (
#6e6e73) →--sk-glyph-gray-secondary: supporting copy under headlines - Muted (
#86868b) →--sk-fill-gray-secondary: captions, disclaimers, currency disclosures - Faint (
#a1a1a6): legal copy, footnote stars - Divider (
#d2d2d7) →--sk-fill-gray-tertiary: solid hairlines between footer columns
Surface & Borders
- Canvas (
#ffffff) — page floor - Surface (
#fafafc) →--sk-fill-secondary: header / footer / inter-panel gutter — the page’s only “non-white” white - Surface-2 (
#f5f5f7) →--sk-fill-tertiary: section-panel ground (the AirPods Pro panel, the Apple TV+ panel) - Border (
rgba(0,0,0,0.16)) →--sk-fill-gray-tertiary-alpha: translucent hairline used inside in-card dividers - Border Strong (
rgba(0,0,0,0.32)): footer column rules, table borders inside Buy configurators
Shadow Colors
Apple stays neutral-grey-tinted, never blue-tinted. The system trusts the gutter to carry depth — most surfaces have no shadow at all. Shadows that exist are 2-layer at most.
rgba(0,0,0,0.04) 0 1px 2px— ambient (almost invisible)rgba(0,0,0,0.04) 0 4px 12px— card hover (Apple TV+ tiles)rgba(0,0,0,0.10) 0 6px 16px— dropdown / nav popoverrgba(0,0,0,0.18) 0 12px 32px— modal (Buy configurator overlay)
Semantic
- Success (
#1d8649on#e8f5ee) — order confirmation in Buy flows - Warning (
#bf4800on#fff5ee) — carrier disclosure / regulatory advisory - Danger (
#d32f2fon#fdecec) — form errors (rarely seen in marketing) - Info uses the brand blue (
#0071e3on#e8f2fc) — Apple does not differentiate info from brand
3. Typography Rules
Font Family
Primary: "SF Pro Display". Fallback chain: "SF Pro Text", "SF Pro Icons", "Helvetica Neue", Helvetica, Arial, sans-serif. SF Pro Display is the headline cut; Apple swaps to SF Pro Text below 20px, where Text’s looser counters and slightly heavier hairlines beat Display’s tighter forms. The two-cut model is the system’s typographic discipline.
Body: "SF Pro Text" exclusively for nav, CTA copy, body, and form fields. Apple’s homepage runs on the Text cut — Display is reserved for ≥20px headlines.
Mono companion: "SF Mono". Used sparingly — mostly on developer.apple.com and inside spec sheets. Does not appear in consumer marketing chrome.
OpenType features: tnum enabled on prices and measurements (timing values like “20-hour battery life”). ss01 is enabled on display headlines for the alternate single-storey a that gives Display its sharp character. ss02 enables on select wordmarks for the slashed-zero variant.
Hierarchy
| Role | Font | Size | Weight | Line Height | Letter Spacing | OT Features | Notes |
|---|---|---|---|---|---|---|---|
| display-hero | SF Pro Display | 96 | 600 | 1.0417 | -0.015em | ss01 | iPhone hero (“iPhone 16 Pro”) — peak typographic moment |
| display-xxl | SF Pro Display | 80 | 600 | 1.05 | -0.012em | — | Vision Pro / Mac hero second tier |
| display-xl | SF Pro Display | 64 | 600 | 1.0625 | -0.009em | — | Section H1 inside product panels |
| display-lg | SF Pro Display | 56 | 600 | 1.07 | -0.005em | — | Standard H1 across product pages |
| display-md | SF Pro Display | 48 | 600 | 1.08 | -0.003em | — | Sub-section heads (“Camera. New ways to shoot.”) |
| h2 | SF Pro Display | 34 | 600 | 1.47 | -0.011em | — | Apple TV+ tile titles, Apple News heads |
| h3 | SF Pro Display | 28 | 600 | 1.143 | 0.007em | — | Feature card titles — note positive tracking |
| h4 | SF Pro Display | 24 | 600 | 1.167 | 0.009em | — | Sub-feature titles inside panels |
| title-lg | SF Pro Text | 21 | 600 | 1.19 | 0.011em | — | Footer column heads — switches to Text cut at 21 |
| title-md | SF Pro Text | 19 | 600 | 1.2105 | 0.012em | — | “Buy” callout titles |
| body-lg | SF Pro Text | 19 | 400 | 1.4211 | 0.012em | — | Hero supporting paragraph |
| body | SF Pro Text | 17 | 400 | 1.47 | -0.022em | — | Default running text — note the slight negative tracking |
| body-sm | SF Pro Text | 15 | 400 | 1.33 | -0.014em | — | Card body, feature lists |
| caption | SF Pro Text | 14 | 400 | 1.286 | -0.016em | — | Currency / price disclaimers |
| legal | SF Pro Text | 12 | 400 | 1.333 | -0.005em | — | Footnote symbols, regulatory copy |
| micro | SF Pro Text | 11 | 500 | 1.27 | 0.066em | uppercase | ”NEW” eyebrow tags — uppercase, positive tracking |
| nav-link | SF Pro Text | 14 | 400 | 1.286 | -0.016em | — | Top product-nav labels |
| button-lg | SF Pro Text | 17 | 400 | 1.18 | -0.022em | — | Primary CTA labels — note: weight 400, not 600 |
| button-sm | SF Pro Text | 14 | 400 | 1.286 | -0.016em | — | Secondary “Learn more” links |
| code | SF Mono | 14 | 400 | 1.43 | 0 | — | Developer doc code samples (off marketing) |
Principles
- Two-cut optical discipline. SF Pro Display below 20px is forbidden; SF Pro Text above 20px is forbidden. The two cuts are not interchangeable — they have different x-heights, different counter shapes, different stroke contrast.
- Body weight is 400, not 500. Marketing CTAs use weight 400 too — Apple lets size and color carry hierarchy, never pushes weight.
- Tracking switches sign at the boundary. Display sizes track negative (-0.005 to -0.015em); body and small text track positive or zero. The reason: large display benefits from tighter letterfit, body benefits from slightly opened tracking for legibility.
- Body 17px is intentionally generous. Most product sites ship 15–16px body. Apple ships 17 because the marketing reads like long-form magazine copy — generous body invites slow reading.
- Headline lineHeight tightens with size. 96px sits at 1.0417, 56px at 1.07, 34px at 1.47. The H2 line-height looks too tall on paper but reads correctly because H2s often wrap to 2–3 lines.
- One typographically loud moment per page. The 96px hero is the only place type alone carries hierarchy. Below the hero, photography takes over; type recedes to 17/1.47 body.
- Tabular numerals on prices. Configurator prices and “From $999” callouts all enable
tnumso columns align. - Never push weight to 700 in marketing. 700+ exists in SF Pro but Apple reserves it for OS chrome, not marketing.
4. Component Stylings
Buttons
button-primary — The famous blue pill: #0071e3 fill, white text, SF Pro Text 17/1.18 weight 400, padding 11px 21px, 980px radius. Every “Buy”, “Order Now”, “Pre-order” inherits this geometry. The 980px is finite — at extreme widths it degrades to a soft rounded rect, not a stadium.
button-primary-hover — Pointer-over flips fill to #0077ed. No transform, no shadow. The colour shift is the entire interaction.
button-primary-pressed — Pointer-down: #006edb. Slight darken, no scale change. Apple does not “click” with motion.
button-secondary-link — Plain #0066cc link with trailing chevron icon. No border, no fill. Underline appears only on hover and grows from 0 → 1px over 200ms. Used for “Learn more”, “Compare”, “Watch the film”.
button-on-dark — On dark product panels (iPhone Pro hero, Watch hero), the primary CTA inverts to white pill on black: #ffffff fill, #1d1d1f text, same 980px radius and padding. The blue link colour switches to #2997ff (optical blue).
button-on-dark-secondary — #2997ff text on dark, no fill, chevron-suffixed.
Nav pill — Sub-nav (e.g., the Watch sub-page) uses a 980px floating pill of rgba(255,255,255,0.72) with 1d1d1f text. Sticky on scroll; backdrop-blur applied.
Cards
card-feature (--media-gallery-tile) — #fafafc fill, 18px radius, 40×28px padding. Apple TV+ show tiles, Apple News editorial tiles, accessory grid items. Hover lift: transform: translateY(-2px); box-shadow: rgba(0,0,0,0.04) 0 4px 12px; over 200ms.
card-product — Section panel containing one product theatre. #f5f5f7 ground, 28px radius, no padding (image and copy float inside). The card is the panel; there’s no card chrome beyond the corner radius and ground fill.
card-on-dark — Inside dark product panels, cards keep the panel ground (no separate fill) and rely on hairline rgba(255,255,255,0.16) borders. Apple does not stack dark cards on dark panels — depth comes from the panel itself.
Badges, Tags, Pills
badge-feature — Uppercase eyebrow above headlines: 11px / 500, 0.066em tracking, #bf4800 (the warm advisory orange) for “NEW”, #1d8649 for “AVAILABLE NOW”, or #0071e3 for “PRE-ORDER”. No fill, no border — just coloured uppercase text.
pill-spec — Inline spec badges in iPhone configurator (“128 GB”, “512 GB”): #f5f5f7 fill, 1d1d1f text, sharp 4px radius. Selected state: #0071e3 fill, white text. Note the radius break — specs use 4px, not the 980px button radius.
Inputs / Forms
text-input — Account / search inputs. #ffffff fill, 1px solid #d2d2d7 border, 0px radius (sharp corners — explicit register break from the 980px pill), 28px height, 4×8px padding. On focus: outline: 2px solid #0071e3. The system’s only sharp-corner element.
search-overlay — Full-bleed search modal. rgba(255,255,255,0.94) fill with backdrop-blur. Single drop shadow rgba(0,0,0,0.18) 0 12px 32px. Sharp corners for the input, but the overlay container itself is straight-edged.
Navigation
top-nav — 44px height, #fafafc (--sk-fill-secondary) backdrop with backdrop-blur saturate(180%) blur(20px). No border, no shadow. Apple wordmark flush left at 14px wide, ~10 product tabs (Mac, iPad, iPhone, Watch, …) centred, search and bag icons flush right. Each tab is 14×0px text with 16px horizontal padding; hover state shows a subtle rgba(0,0,0,0.04) background pill.
top-nav-on-dark — On dark product hero panels, the nav inverts: rgba(0,0,0,0.5) backdrop with the same blur. Wordmark goes white. This is the only place Apple paints chrome on top of a panel.
Modals & Overlays
modal — Centred dialog over rgba(0,0,0,0.48) scrim. White surface, 18px radius, 32px padding, modal shadow tier. Buy configurator and account modals.
tooltip — Used very sparingly. #1d1d1f fill, white text in caption (14/400), 4px radius, 6×10px padding. Apple prefers explicit visible labels to hover-revealed help.
Decorative
product-photo-frame — Edge-to-edge product imagery floats inside panels with no frame, no shadow, no rounded corners. The product is the visual; the system trusts the photo to do everything chrome would.
5. Layout Principles
Spacing System
- Base unit: 4px with 2px micro-step
- Scale:
2 · 4 · 8 · 12 · 16 · 20 · 24 · 32 · 44 · 48 · 64 · 80 · 96 · 120 · 160 - Inter-panel gutter: 12px of
#fafafcbetween every product panel — the system’s only consistent rhythm - Section padding (vertical): 96px–160px inside major panels (generous, magazine-paced)
- Card internal padding: 40×28px on feature cards, 28px on Apple TV+ tiles
- Type column gutter: 16px between body and trailing CTA chevron link
Grid & Container
- Max content: panels go edge-to-edge (no clamp on 4K displays)
- Type column inside panels: centred ~980px wide
- Two-column inside panels: 50/50 split with 32px gutter (e.g., “Performance” and “Battery” sub-features side by side)
- Apple TV+ grid: 4-column at desktop, 18px radius cards, 12px gutter between
- Footer: 4-column link list at desktop, ~1280px max width
Whitespace Philosophy
The system is magazine-paced. Each panel has 96–160px of vertical breathing room above and below the type column. The hero gets the most space (often 200px+ above the H1). Apple uses whitespace as the brand’s primary chrome — there is no decorative imagery filling negative space; the negative space is the imagery.
Section Cadence
The homepage alternates light → dark → light through the panel rail:
- White panel (Watch, MacBook Air)
- Dark panel (iPhone Pro hero — pure
#000) - Light grey panel (Apple Vision Pro splash on
#f5f5f7) - White panel (Apple TV+ editorial)
- Dark panel (AirPods Pro)
The cadence is musical — every 2 panels the ground shifts. This gives the page rhythm without a single visible divider.
6. Shapes & Radius Scale
| Tier | Value | Use |
|---|---|---|
| Sharp | 0px | Form inputs (text, search) — explicit register break |
| Micro | 4px | Spec pills (capacity, colour selectors) inside Buy configurators |
| Standard | 8px | Inline tiles, image overlays |
| Comfortable | 12px | Apple News editorial cards |
| Relaxed | 18px | --media-gallery-tile — Apple TV+ tiles, accessory grids |
| Featured | 28px | Product panel section bezels |
| Hero | 34px | Largest product tiles (iPhone Pro feature panel) |
| Button | 980px | The signature finite-pill — primary CTAs |
| Pill | 9999px | Status badges only — never on buttons |
The 980px is the system’s single most distinctive number. It is not 9999px; the finite value means very wide buttons (rare but possible) degrade to a soft rounded rect rather than a perfect stadium. This is engineering discipline made visible — Apple specifies the exact radius rather than the lazy infinity.
There is one forbidden mix: never combine 980px button corners with 0px form-input corners on the same screen. The system has only two shape registers — products use big curves, forms use sharp corners — and they are kept on separate screens.
7. Depth & Elevation
| Level | Treatment | Use |
|---|---|---|
| 0 — Flat | no shadow | Body, hero, all editorial panels (~95% of surfaces) |
| 1 — Card hover | rgba(0,0,0,0.04) 0 4px 12px | Apple TV+ tiles, accessory cards on pointer-over |
| 2 — Dropdown | rgba(0,0,0,0.10) 0 6px 16px | Nav popovers, search-suggest dropdown |
| 3 — Overlay | rgba(0,0,0,0.18) 0 12px 32px | Buy configurator modal, search overlay |
| 4 — Scrim | rgba(0,0,0,0.48) ground | Modal backdrop tone |
Shadow Philosophy
Apple’s homepage uses near-zero shadow. Panels separate by gutter color alone — #fafafc between #ffffff panels (or vice versa: #ffffff between dark panels). The only shadow on the chrome is the search overlay’s drop shadow at full open. Cards inside product panels (Apple TV+ tile grid) use a 12–18px radius and a barely-there rgba(0,0,0,0.04) fill instead of a stroke or shadow.
Where Stripe layers blue-tinted multi-stack shadows for depth, Apple lets negative space carry depth. The system’s depth is in the gutter — not above the surface, but between the surfaces. This is why the homepage photographs cleanly even on cheap displays: there’s no nuanced shadow for a low-gamut screen to crush.
8. Interaction & Motion
Easing
- Standard:
cubic-bezier(0.4, 0, 0.2, 1)— hover colour swaps, link underline grow, dropdown reveal - Emphasized:
cubic-bezier(0.16, 1, 0.3, 1)— Apple’s signature design curve. Modal entry, scroll-pin product hand-offs, carousel slide - Out-soft:
cubic-bezier(0, 0, 0.2, 1)— image fades, scrim entry - Fluid:
cubic-bezier(0.65, 0, 0.35, 1)— long deliberate animations (product reveal, parallax)
Durations
| Bucket | Value | Use |
|---|---|---|
| Fast | 100ms | Hover colour swaps, focus ring appearance |
| Standard | 200ms | Link underline grow, button hover, dropdown reveal |
| Slow | 400ms | Modal enter, scrim fade |
| Deliberate | 600–1200ms | Cinematic product pin-and-scroll, carousel slide |
Per-Component Recipes
- Primary CTA hover: fill
#0071e3→#0077edover 200ms standard. No transform, no shadow change. The colour shift is the entire interaction. - Link underline grow:
text-decoration-thickness: 0px → 1pxover 200ms. Apple is the only major brand that grows underlines on hover instead of just toggling them. - Card hover lift:
translateY(-2px)over 200ms ease-emphasized +box-shadow: 0 4px 12px rgba(0,0,0,0.04). Used on Apple TV+ tiles. - Scroll-pin product hand-off: as a panel scrolls into view, the product image pins to viewport centre and the supporting copy scrolls past it over 600–1200ms ease-emphasized. The signature Apple marketing motion — used on iPhone Pro feature panels.
- Modal enter: scrim fades 0 → 0.48 opacity over 200ms ease-out, then dialog translates
translateY(12px)→ 0 with opacity 0 → 1 over 240ms ease-emphasized. - Carousel slide: 900ms ease-emphasized between product slides — slow and deliberate, never snappy. The slowness is the brand voice.
- Search overlay: full-bleed reveal with backdrop-blur applied over 240ms ease-emphasized. Input focus is delayed 80ms after overlay enter so keyboard nav lands right.
Page Transitions
Page-to-page navigation (homepage → product → Buy) uses a soft cross-fade rather than a slide — 300ms over the full page. The white canvas makes this nearly invisible, which is the point: Apple wants the product photography to be the moment of arrival, not the chrome.
Reduced Motion
Respects prefers-reduced-motion: reduce. The signature scroll-pin hand-off degrades to instant cuts (the product appears in place, copy appears below). Carousel auto-advance disables; user-initiated navigation still works. All translate and scale transforms suppress; only opacity transitions remain. The blue pill hover stays (it’s a colour swap, not a transform).
9. Accessibility & A11y
Contrast Pairs
| Pair | Ratio | Level |
|---|---|---|
| #1d1d1f ink on #ffffff canvas | 17.4 | AAA |
| #ffffff on #0071e3 brand CTA | 4.6 | AA body / AAA large |
| #0066cc link on #ffffff | 7.0 | AAA |
| #6e6e73 soft on #ffffff | 4.5 | AA |
| #86868b muted on #ffffff | 3.5 | AA large only — used at ≥18px |
| #f5f5f7 on #ffffff (surface vs canvas) | 1.04 | Borders required to separate |
| #2997ff optical blue on #000 dark | 5.9 | AA |
Focus Indicators
Focus ring is 4px solid rgba(0,113,227,0.4) outline with 2px outline-offset — the signature Apple-blue halo. Larger than most systems’ 2px ring; the soft alpha makes it feel like a glow rather than a hard border. It survives at high contrast and never overlaps the button corners.
ARIA Patterns
- Product panels:
<section aria-labelledby="iphone-hero">with H1 inside. Announces correctly on screen readers. - Carousel (used in Apple TV+ shelf):
role="region" aria-roledescription="carousel"with prev/next buttons that announce slide position. - Buy configurator:
role="radiogroup"for capacity / colour choices. Each option is arole="radio"witharia-checked. - Modal: focus trap, Esc closes, focus returns to trigger on close.
- Search overlay:
role="dialog" aria-label="Search apple.com". Input getsaria-autocomplete="list"for the suggest dropdown.
Keyboard Navigation
- Skip-to-main link first (visible on focus).
- Top nav: Tab through wordmark → product tabs left-to-right → search → bag.
- Carousel: Tab to region, then arrow keys to navigate slides.
- Configurator: Tab to radiogroup, arrow keys to change selection (standard radio behaviour).
- Buy flow: Tab through fields top-to-bottom, Enter submits.
Screen Reader Hints
Apple uses verbose aria-label on icon-only chrome — the bag icon announces “Shopping bag, 0 items”; the search icon announces “Search apple.com”; product nav icons (which sometimes show only an icon at narrow widths) carry aria-label="iPhone". The wordmark links to home with aria-label="Apple".
Reduced Motion
Honored via @media (prefers-reduced-motion: reduce). Pinned-product scroll hand-offs degrade to instant cuts; carousel auto-advance disables; all transform-based animations become opacity-only.
10. Responsive Behavior
Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Mobile | <734px | Top nav collapses to wordmark + hamburger; product panels shrink to viewport-width, type column to ~88vw; carousel becomes scroll-snap |
| Tablet | 734–1067px | Top nav keeps product tabs but collapses sub-tabs; panels at full-bleed but type column tightens to 600px |
| Desktop | 1068–1279px | Full top nav with all product tabs; type column at 980px |
| Wide | ≥1280px | Panels stay edge-to-edge; type column caps at 980px; gutters absorb the rest |
Touch Targets
- Primary CTAs: minimum 40×40px (slightly under 44px AAA, but compensated by 12px+ surrounding padding)
- Top nav links: 44×44px effective (text 14px + 16px horizontal padding)
- Carousel arrows: 44×44px circular
- Spec pills inside Buy configurator: 32px tall — compensated by 8px gutters
Collapsing Strategy
- Top nav → hamburger sheet below 734px; the sheet is full-bleed white with 18px-radius corners and product tabs stacked vertically at 17px / 600.
- Product panels stay edge-to-edge at every breakpoint — never reflow to padded boxes.
- Type column inside panels collapses to ~88vw on mobile, then 600px / 720px / 980px at tablet / desktop / wide.
- Apple TV+ grid: 4-column → 2-column → 1-column.
- Buy configurator collapses from 2-column to single-column at 734px; sticky bottom bar replaces the right-rail price summary.
Image Behavior
Product photography uses aspect-ratio lockfor the hero image and object-fit: cover for the panel. Carousels use scroll-snap on touch surfaces and arrow buttons on mouse. Apple ships HEIC and AVIF for product images with WebP and JPEG fallbacks; the same image at multiple resolutions is served via srcset.
Container Queries
Apple TV+ tiles use container queries to swap from a 16:9 hero card (when tile width ≥ 480px) to a 1:1 portrait card (below 480px). Inside the Buy configurator, the price summary uses container queries to switch between horizontal (price + spec line) at ≥600px and vertical stack below.
11. Content & Voice
Tone
Confident, declarative, and never chatty. Apple’s voice trusts the reader to understand product value without being told. Headlines lead with the product (“iPhone 16 Pro. So strong. So light. So Pro.”), not the action (“Buy the latest iPhone!”). There are no exclamation marks in product marketing (rare exceptions in seasonal banners like “Happy Holidays!”). The brand consistently positions products as objects of craft, not commodities.
Microcopy Patterns
- Button verbs: “Buy”, “Order Now”, “Pre-order”, “Learn more”, “Compare”, “Watch the film” — direct, outcome-named, never “Submit” or “Click here”
- Configurator labels: instructive and complete — “Choose your finish”, “Choose your storage” — never “Select option”
- Error message recipe:
[What went wrong]. [How to fix].— e.g., “Your card was declined. Choose a different payment method or contact your bank.” - Success confirmations: short and personalized — “Your order is confirmed. We’ll email you a tracking number when your iPhone ships.” rather than “Order successful”
- Price disclaimers: full sentences with footnote markers — “From $999 or $41.62/mo. for 24 mo. before trade-in*“
Empty States
Apple’s marketing site has very few empty states (most pages are populated by product). The exceptions:
- Empty bag: “Your bag is empty. Continue shopping” with a chevron link to the homepage.
- Empty search: “No results for
query. Check the spelling or try a more general term.” - Empty wishlist (in Apple Music marketing): “Songs you save to your library will appear here. Tap the + on any song to start.”
CTA Verb Conventions
- Primary action: “Buy” (commerce), “Order Now” (in-stock new product), “Pre-order” (announced but not shipping)
- Secondary action: “Learn more” (chevron link), “Compare” (across product line), “Watch the film” (video link)
- Tertiary text: “View all” (gallery), “See it in AR” (mobile)
- Never: “Submit”, “Click here”, “Get yours”, “Sign up now” (consumer-tech cliché Apple avoids)
12. Dark Mode & Theming
Apple’s marketing site is per-panel dark, not site-wide dark. The chrome (header / footer / page background) stays light at every visit; individual product panels (iPhone Pro hero, Apple Watch hero, Vision Pro, AirPods Pro) ship full dark surfaces.
When a panel goes dark:
- Ground flips to
#000000(pure black, e.g. iPhone Pro) or#1d1d1f(near-black, e.g. Watch) - Body text becomes
#f5f5f7 - Soft text becomes
#a1a1a6 - Brand blue swaps to optical blue
#2997ff— the SF-equivalent for dark backgrounds - Apple Blue
#0071e3would clip against pure black;#2997ffretains hue while gaining luminance - Borders flip to
rgba(255,255,255,0.16) - The white pill CTA (
button-on-dark) replaces the blue pill — black panels need maximum-contrast actions
Dark token swap (when a panel ships dark):
| Token | Light | Dark |
|---|---|---|
| bg | #ffffff | #000000 (or #1d1d1f) |
| text | #1d1d1f | #f5f5f7 |
| text-soft | #6e6e73 | #a1a1a6 |
| brand | #0071e3 | #2997ff |
| link | #0066cc | #2997ff |
| on-brand | #ffffff | #ffffff |
| border | rgba(0,0,0,0.16) | rgba(255,255,255,0.16) |
The site does not respond to prefers-color-scheme. The light/dark choice is editorial — chosen per panel by the designer, not by the user. This is deliberate: the iPhone Pro hero photographs better against #000 regardless of user preference.
13. Lineage & Influences
Apple’s marketing site is the elder system most other product sites quietly reference. The --sk-* (“Stylekit”) token namespace exposes a complete chromatic system — --sk-fill-blue: rgb(0, 113, 227) for primary, --sk-fill-gray-tertiary: rgb(210, 210, 215) for ground, --sk-body-text-color: rgb(29, 29, 31) for type — with semantic pairs (fill / glyph, primary / secondary / tertiary) that show up later in Linear, Vercel, Stripe, Notion, and dozens of agency portfolios. The Apple HIG’s token semantics are the foundation; the marketing site is the most public expression of that token system.
The visual lineage runs through three traditions: Dieter Rams / Braun’s “weniger, aber besser” (white-canvas product theatre as a marketing language); Susan Kare’s original Mac UI (rounded-rect ergonomic that defines the button radius scale); and Helmut Schmidt / Swiss editorial design (single-column type, generous whitespace, restrained colour). The 980px button radius is the system’s most distinctive single number — finite, not infinite, exposing engineering discipline.
What Apple rejects: heavy shadows, decorative gradients (Stripe’s territory), dark site-wide canvas (Linear’s territory), multiple brand colours, illustrative chrome, banner copy, exclamation marks. The brand’s voice is silence; the page chrome’s job is to disappear so the product photography does the work.
Influences:
- Dieter Rams / Braun — white-canvas product theatre, Wikipedia
- Susan Kare — original Mac UI typography & icon language, kare.com
- Helmut Schmidt / Swiss design — single-column type, generous whitespace
- Apple Human Interface Guidelines — semantic token pairs (fill/glyph, primary/secondary/tertiary), HIG
- SF Pro / SF Pro Text — two-axis optical-cut typography, apple.com/fonts
- Stylekit (—sk- namespace) — internal Apple design tokens, apple.com
14. Do’s and Don’ts
Do
- Use
980pxradius (not9999px) on the primary button — it’s the signature geometry that subtly degrades on extreme widths - Use SF Pro Text for marketing copy at 14–17px and reserve SF Pro Display for headlines above 20px
- Separate sections with a
#fafafcgutter rather than a border or shadow — Apple’s depth comes from negative space - Use Apple Blue
#0071e3only on actionable surfaces — primary CTA, focus ring, inline brand wordmark - Use Optical Blue
#2997ffon dark panels — the light blue cut for dark backgrounds - Pair sharp
0pxform-input corners with980pxbutton corners — the system has only two shape registers - Lead headlines with the product, not the action — “iPhone 16 Pro.” not “Buy the new iPhone!”
- Use tabular numerals on prices and configurator capacities
- Keep the chrome at 44px height with no border, no shadow — the skinniest top-nav in the industry
- Use
prefers-reduced-motionto degrade scroll-pin hand-offs to instant cuts
Don’t
- Don’t use Apple Blue
#0071e3as decoration. It is reserved for actionable surfaces (buttons, links, focus rings) only - Don’t clamp page width on the marketing surface. Apple’s panels are always edge-to-edge; the type column inside is what’s centered
- Don’t mix the
980pxbutton pill with sharp4pxform-input corners on the same screen — the system has only two shape registers - Don’t apply heavy multi-layer shadows. The system’s depth is in the gutter, not above the surface
- Don’t use exclamation marks in product marketing — the voice is confident, never giddy
- Don’t push display weight to 700. SF Pro Display at 600 is the system; 700 is for OS chrome
- Don’t break the two-cut optical discipline. SF Pro Display below 20px is forbidden; SF Pro Text above 20px is forbidden
- Don’t add decorative gradients. Apple ships product photography on flat ground — gradients are Stripe’s territory
- Don’t paint the focus ring solid. It is
rgba(0,113,227,0.4)at 4px outline — a halo, not a hard border - Don’t use Apple Blue on dark panels. Switch to Optical Blue
#2997ffso the link colour stays legible against#000 - Don’t ship a site-wide dark mode toggle. Apple’s dark is per-panel and editorial, not user-toggled
15. Agent Prompt Guide
Quick Color Reference
Canvas: #ffffff
Surface (gutter): #fafafc
Surface-2 (panel): #f5f5f7
Ink: #1d1d1f
Soft: #6e6e73
Muted: #86868b
Apple Blue: #0071e3
Apple Blue (hover): #0077ed
Optical Blue (dark mode): #2997ff
Link: #0066cc
Border: rgba(0,0,0,0.16)
Bg Dark: #000000
Bg Deep: #1d1d1fExample Component Prompts
- “Create an Apple-style hero panel: pure white canvas (#ffffff), 96px / 600 SF Pro Display headline ‘iPhone 16 Pro’ centred, supporting paragraph in 19px / 400 SF Pro Text below, then a 980px-radius blue pill (#0071e3) labelled ‘Buy’ followed by a #0066cc ‘Learn more ›’ link with chevron. No shadows, generous 96px+ vertical breathing room.”
- “Design an Apple TV+ feature card: #fafafc fill, 18px radius, 40×28px padding, show poster fills the top half edge-to-edge, title in 28px / 600 SF Pro Display below, single-line description in 17px / 400 ink. Hover lift: translateY(-2px) + rgba(0,0,0,0.04) 0 4px 12px shadow over 200ms ease-emphasized.”
- “Build a primary CTA button: #0071e3 fill, white text in SF Pro Text 17/1.18 weight 400, 980px radius, padding 11×21px, 40px height. Hover: fill flips to #0077ed, no transform, no shadow. Pressed: #006edb.”
- “Build a dark product hero panel: pure black (#000000) ground, 80px / 600 SF Pro Display headline in #f5f5f7, supporting paragraph in 19px / 400 #a1a1a6 below, then a white pill CTA (#ffffff fill, #1d1d1f text, 980px radius) and a #2997ff ‘Learn more ›’ optical-blue link to the right. Header chrome inverts to rgba(0,0,0,0.5) with backdrop-blur.”
- “Build a Buy configurator: 2-column at desktop, product photo left (60%), spec selector right (40%). Spec pills are 4px-radius (NOT 980px), 32px tall, #f5f5f7 fill / #1d1d1f text in default state, #0071e3 fill / white text when selected. Sticky right-rail price summary at bottom. Mobile: collapses to single-column with sticky bottom bar carrying selected price + Continue CTA.”
- “Build a top nav: 44px height, #fafafc backdrop with backdrop-blur saturate(180%) blur(20px), no border. Apple wordmark left at 14px wide; product tabs centred (Mac, iPad, iPhone, Watch, AirPods, TV & Home, Entertainment, Accessories, Support); search and bag icons right. Each tab is 14px / 400 SF Pro Text with 16px horizontal padding. Hover: rgba(0,0,0,0.04) background pill.”
Iteration Guide
- Start on white canvas. Anything other than
#fffffffor the chrome reads as a different brand. Surface (#fafafc) is for the gutter only; surface-2 (#f5f5f7) is for product panels. - One Apple Blue moment per fold. If your composition has two or more
#0071e3elements visible at once, demote one — the brand colour draws the eye, not papers the page. - Use 980px, not 9999px. The finite radius is the system’s signature engineering discipline. Lazy infinity gives you a stadium; 980 gives you a soft rounded rect at the edges.
- SF Pro Display ≥20px, SF Pro Text <20px. Resist the urge to use Display at body sizes — Text’s looser counters and slightly heavier hairlines beat Display below 20px.
- Photography carries hierarchy. If the page feels weak, add a larger product image, not a heavier headline. Type stays at 600 weight max for display; product photos do the work.
- Switch to Optical Blue on dark panels.
#0071e3clips against#000—#2997ffis the cut for dark backgrounds. Apple ships two blues for a reason. - Sharp corners on form inputs only. Every other interactive element is curved. The 0px form input is the deliberate register break.
- Headline lineHeight tightens with size. 96/1.04, 56/1.07, 34/1.47. The H2 line-height looks tall on paper but reads correctly because H2s wrap to 2–3 lines.
Drop apple into your project, then ship the actual sections in an afternoon.
1 · install design
npx design-md add apple 2 · ship landing page
npx agentkit init --design apple dark minimal
Linear
Dark-canvas product surface — pure-black ground, indigo accent, custom Inter weights, pi…
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Linear
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light minimal
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light editorial
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