Sleek, minimalist and chic. These are words that have become synonymous with Apple, one of the biggest tech companies in the world. With their clean lines and smooth, rounded edges, Apple has managed to build a cult-like following of devoted fans that few companies can ever rival. And their secret? Great products, and greater design. 

Apple is known for their rigorous design philosophy–with an extreme orientation to detail and excellence, they have managed to keep their products simple yet user-friendly. So how has a commitment to design pushed Apple to the billion-dollar company it is today? And what can we learn from their approach to product design?

1. Functionality first, always

Apple’s products have a knack for looking deceptively simple to design. Take a look at their lineup of Macbooks, for example–surely it cannot be that hard to smack an apple in the middle of a rectangle and call it a day? But it really is not like that.. at all. 

It is this deceptive simplicity that enhances the approachability of their products, making it more user-friendly and functional. Over-designing is a common pitfall of designers, as while it may be the aesthetic-oriented individual’s instinct to add a few more blows and whistles, these embellishments can sometimes interfere with the overall usability of the product.

Functionality is also not just about appearing simple–it’s also about having an acute awareness of user needs and pain points, and addressing them. The integration of the Apple ecosystem is one of such examples. It allows users to easily customise and optimise their workflows by connecting all their mainline products, eliminating the pain point faced by many users in moving information between their many devices. It is also seamless and easy-to-use, and overall greatly enhances the functionality of their products. Bonus–it even motivates customers to buy more Apple products and remain loyal to the brand. 

Apple's approach to design illustrates that simplicity is not about reducing complexity but about mastering it in a way that feels effortless to the user. In a world where consumers have endless options, companies that prioritise functionality alongside aesthetics will continue to cultivate lasting loyalty and deliver value that transcends the superficial. Ultimately, great design isn’t about adding more—it’s about understanding what’s needed and delivering it in the most intuitive way possible.

2. Detail orientation...to the most granular level

Perhaps you’ve unboxed an iPhone, or smartwatch, or any other Apple product before. The weight of the box in your hands, the satisfying whoosh and thud as you let the box open, your first sight of your brand new device, the gleaming matte metal cool to the touch… Unboxing an Apple product is a moment to behold–one that has been delicately fine-tuned for the ultimate experience. 

Down to the teeniest, tiniest details–that is how much Apple obsesses over their design process. What is the amount of force taken to open the lid of the Macbook Air? Should there be a difference in the top and bottom corner radius of the Apple Watch screen? How long should it take to unbox the iPhone 16? These are all considerations made by the design team at Apple, and it is these little details that help craft the lux experience of using their products. 

Detail orientation is a skill that is often overlooked, but which may make all the difference. Sometimes, you may think that you’ve paid attention to every detail possible, but without knowledge and experience, some things will just never cross your mind. Learning from top-tier designers and working together with others are some of the ways to expand your perceptivity to details, as others will often notice the things that you may have missed. By giving your fullest attention to the small things, and working together with the perspectives of others, you can design better, more optimal products.

Apple’s meticulous approach to detail ensures that every product feels like an extension of the user, designed with them in mind at the most granular level. This is what elevates their products from mere technology to something more—an experience, a lifestyle, a statement. It’s the unspoken details that truly set Apple apart.

3. Iterate, iterate, iterate

In 2012, journalist Adam Lashinsky published a book about the secretive inner workings of Apple’s business processes. In it, he writes about the “Apple New Product Process” (ANPP), a playbook for the development process of any new product at Apple. This is a brief overview of the process, as stated in Marpipe:

One of the key features of this process lies in its iterative nature. By prototyping, testing and making space for further iterations, the team is able to see the impact of incremental changes on the product that they are building. Additionally, by having the executive team to review the designs, the team will be able to refine and improve the product further. 

While this iterative process can be very costly in the context of hardware development, it is one of the key reasons why Apple’s products have been so successful over the years. In the context of product management, we can still learn from their iterative approach to design and development. In developing software solutions, such an iterative process can actually be more time-saving in the long run, as it allows for early detection and correction of issues before they escalate into larger problems. Unlike hardware, software can be modified with greater flexibility and speed, making iteration not only cost-effective but also essential for continuous improvement.

Moreover, iterative design fosters a culture of innovation by encouraging experimentation. Teams can test out bold new ideas, learn from failures, and incorporate successful elements into the final product. This approach ultimately leads to better, more polished solutions that are more likely to succeed in the competitive market. In Apple’s case, this method has been pivotal in maintaining its reputation for excellence, ensuring that every product, whether hardware or software, delivers a seamless and intuitive experience for the user.

4. Consistent brand image

From the familiar iOS systems, to their sleek product designs, and even to their glass-walled, brightly-lit stores, the image of Apple is consistent across every part of the brand. Modern, elegant and minimalist. This style is carried throughout every corner of the Apple experience, whether physical or digital, and is what facilitates the recognisability and memorability of their brand. 

How do they achieve this consistency? It all boils down to the use of certain consistent elements and a commitment to a design ethos. For example, a common design motif in Apple products is the placement of their logo in the centre. It is also often embossed with a different material that looks and feels different compared to the rest of the device. Even in Apple stores, the logo is often placed in a central location (like the top-centre of the storefront). The central and obvious placement of the Apple logo draws the attention of people to the product branding, adding to the perceived value of owning an Apple product while also creating a sense of consistency.

Another motif in their design is the use of significantly rounded edges. Notice how there are almost no Apple products with sharp edges? Even the app icons have rounded edges. Maintaining this consistency across their entire product ecosystem reinforces Apple's identity, making it instantly recognizable and visually cohesive. 

This consistency extends to their marketing as well. Whether it’s an ad, a keynote presentation, or even a simple product demo, Apple’s clean, minimalist aesthetic remains central. The visuals are typically sparse, with a heavy focus on the product itself, allowing it to shine without distraction. Their messaging is equally deliberate—short, impactful phrases paired with sleek visuals, further emphasising their modern, sophisticated image. By maintaining such a rigorous commitment to a unified design ethos, Apple not only enhances the user experience but also builds a brand that is memorable and iconic.

Conclusion

Apple’s commitment to good design sets them apart from many other consumer tech companies in today’s world, and is a key reason to their unprecedented success. Whether you’re aspiring to become a product manager, a software engineer or anything else, perhaps we can all learn a thing or two from Apple’s extraordinary design philosophy.

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