Apple
Apple designs and makes consumer hardware, software and services, with the phone, the computer and the watch at the centre. Design and engineering are run as one discipline.
Headlines are large, tight and set in sentence case with no decoration. Body copy is small, quiet and generously spaced. Never letterspace a headline, never use all caps for anything longer than a label.
use exclamation marks
compare directly to a named competitor
crowd a page with more than one message
A bigger display. In a smaller phone.
Short declarative sentences. Confident without shouting. Explain what a thing does for a person, not how it was engineered.
People who will pay more for something that works the moment they open the box, and who care how an object feels in the hand.
+Simplicity as a discipline
+Hardware and software made together
+Privacy as a right
×Feature checklists
×Clutter
×Buttons that need explaining
would die on
If it needs a manual, it is not finished.
