How Apple’s design language has evolved? See it on Apple’s event invitations [2003–2018]
As a mater of fact, I’m no longer the same die-hard Apple fan like I was years ago, however I’m still following Apple’s events over the years. As a designer, I’m also fascinated to see how the giant’s design language has changed and evolved. Design of each invitation itself has mirrored successfully the creator’s design thinking & ambition. From the annual MacWorld of the 80s to lately WWDC and Apple Special Events, each time Apple sends out the invitation, it intrigues the big crowd, and people start to guess what kind of new product based on clues in the invitation design.
Looking at these invitations, I can’t help realizing that Apple’s core products of each era have affected the visual style of the company and the industry as a whole. So let’s dive into details and I’ll share my thoughts!
2003–2007: From iMac’s era till the dawn of iPhone
In this collage, I have invitations (left to right, top to bottom):
WWDC June 2003 — (OS X Panther)
Apple Event October 2003 — This year’s biggest music story is about to get even bigger (iTunes Music Store for Windows)
Apple Event September 2005–1000 songs in your pocket changed everything. Here we go again (1st gen iPod nano and Motorola ROKR iTunes Phone)
Apple Event October 2005 — One more thing… (1st gen iPod video, iMac with iSight and iTunes 6)
MacWorld January 2006 — There’s Been a Mixup (Intel Core Dual-based iMacs)
Apple Event February 2006 — Come see some fun new products from Apple (iPod Hi-Fi, Mac mini Core Duo, leather iPod cases)
Apple Event September 2006 — It’s Showtime (Apple TV, 2nd gen iPod nano, updated video iPods, 2nd gen iPod shuffle, iTunes 7)
MacWord January 2007 — The first 30 years were just the beginning (iPhone)
Prior 2007, Mac OS and iTunes looks and feels were seen clearly in company’s marketing materials and brand image. Frankly the early 2000s Apple logo which resembles a iMac G3 was cute, and the way WWDC ’03 invitation showed as an post card, it can’t be any more Apple than this. The glossy effect and translucent apple shape might looks cheesy nowadays, but back in early 2000s this was a fresh breeze in the cloud of cold & unfriendly image of Silicon tech companies.
However soon after WWDC ’03, go along with the iconic marketing campaign for iPod and iTunes Music store, Apple started to use a simpler and flat apple shape which give the main stage for the dark silhouette of people listening to music on iPod on bright background. The design really spoke out the rebel and renegade character of Apple in way of doing thing back then.
Continue with this trend throughout 2003–2007, often real objects or nicely done skeuomorph (Apple Event 2006 calendar app icon) took the center stage of the invitation.
2007–2010: Skeuomorphism on the rise
From left to right, and top to bottom:
Apple Event April 2007 — Lights Camera ( Final Cut Studio 2, Final Cut Server)
Apple Event September 2007 — The beat goes on (iPod touch, WiFI iTunes store, 3rd gen iPod nano fatboy, iPod classic, iTunes 7.4)
WWDC 2007
Apple Event March 2008 — Please join us to learn about the iPhone software roadmap (iPhone SDK, iPhone OS 2.0 and App Store)
Apple Event September 2008 — Let’s Rock (4th Gen iPod nano, 2nd gen iPod touch, Itunes 8, HD TV shows)
Apple Event October 2008 — The spotlight turns to notebooks (Nvidia GeForce 9500 Macbook Pro, Nvidia GeForce 9400 Air and Macbook, 24'’ Cinema Display)
Apple Event September 2009 — It’s only rock and roll, but we like it (iTunes 9, iPhone OS 3.1, 5th gen iPod nano, 3rd gen iPod touch)
Apple Event October 2010 — Come see our latest creation (iPad, iPad SDK)
Invitations of this period, used mostly UI of Apple’s product such as: the famous cover flow (Apple Event September 2007), Time Machine backup (WWDC 2007), iPod music player (Apple Event September 2008). All in all, skeuomorphism still took the reins. Back then in terms of visual interface, Apple did blew the competitors out of the water, you can found nowhere else such beautiful done color gradients, shadows and bezels. The whole vibe was sense of welcoming and inviting yet familiar.
2010–2013 Steve Job’s swan song
From left to right, and top to bottom:
Apple Event April 2010 — Get a sneak peek into the future of iPhone OS (iPhone OS 4.0)
Apple Event September 2010 — *No message* (iOS 4.1, 4th gen iPod Shuffle, 6th gen iPod Nano, 4th gen iPod Touch, 2nd gen Apple TV, iTunes 10 with Ping)
WWDC 2010 (iPhone 4, Rename iPhone OS to iOS, FaceTime, iMovie for iPhone)
Apple Event October 2010 — Back to the Mac (iLife 11, FaceTime on Mac, Mac OS X Lion, Mac App Store, 2nd gen Macbook Air)
Apple Special Event March 2011 — Come and see what 2011 will be the year of (iPad 2, iOS 4.3, GarageBand and iMovie for iPad)
WWDC 2011 (Mac OS X Lion, iOS 5) — Apple Special Event October 2011 — Let’s talk iPhone (iPhone 4S, iOS 5, iCloud, Siri)
Apple Special Event March 2012 — We have something you really have to see. And touch.(new iPad, 3rd gen Apple TV, iOS 5.1)
Apple Special Event September 2011 — It’s almost here (iPhone 5, iOS 6, 5th gen iPod touch and 7th gen iPod nano)
Apple WWDC 2012 (Apple Maps, MacBook Air, Retina Display Macbook Pro, iOS 6, OS X Mountain Lion)
Apple Special Event October 2012 — We’ve got a little more to show you (MacBook Pro with Retina, 8th gen iMac, iBooks 3, 4th gen iPad, iPad mini)
With the inception of iPhone and iOS in 2007, the world was awed by the intuitiveness of the interaction, the UI that mimic real life physical object was praised. Materials like aluminium, wood and lines started appear in Apple’s invitation design, along with that were eye-candy app icons.
2013–2016 The new trend was set
From left to right, and top to bottom:
Apple WWDC 2013 (redesigned Mac Pro, AirPort Time Capsule, AirPort Extreme, Macbook Air, OS X Mavericks, iOS 7)
Apple Special Event September 2013 — This should brighten everyone’s day (iOS 7, iPhone 5c, iPhone 5s)
Apple Special Event October 2013 — We still have a lot to cover (Mac OS X Mavericks, Mac Pro, MacBook Pro with Retina display, iPad Air, iPad mini with Retina display)
Apple WWDC 2014 (iOS 8, Mac OS X Yosemite, Swift) — Apple Special Event September 2014 — Wish we could say more (iPhone 6, iPhone 6 Plus, Apple Pay, Apple Watch, iOS 8)
Apple Special Event October 2014 — It’s been too long (Mac OS X Yosemite, iPad Air 2, iPad mini 3, iMac 27'’ with Retina Display)
Apple Special Event March 2015 — Spring Forward (Apple Watch, MacBook Pro 13'’ with Retina Display, MacBook)
Apple WWDC 2015 (iOS 9, OS X El Capitan, Apple Music)
Apple Special Event September 2015 — Hey Siri, give us a hint (iPhone 6s, iPhone 6s Plus, iPad Pro, Apple Pencil, Apple Watch OS2, Apple TV)
Apple Special Event March 2016 — Let’s us loop you in (iPhone SE, iOS 9.3, iPad Pro 9.7'’, CareKit)
Around 2012–2013, iPhone became the cash cow of the company, however iOS was revamped thoroughly. iOS 7 had ditched the long tradition with skeuomorphism with an ultra-minimal style. Thin typeface, simpler color gradient, flatness were used heavily. The first public reception was both compliment and criticism. In my opinion, this first iteration was plagued by usability issue such thin & light typefaces with low contrast, not much freedom for designer in term of creativity, and somewhat childish looks of the icons. Readability and accessibility were scarified for atheistical pleasing look.
Around this time period, Apple released new products more frequently than ever, so the number of Apple Special Event has grown each year, and Apple’s design language had become sort of a bible for “newbie” designers around the world. More apps and services started to followed this “flat” trend, UI now get flattened for no reason other than for the purpose of trend following.
2016–2018: Correcting the old mistakes, making an attempt to take it to the next level.
From left to right, and top to bottom:
Apple Special Event September 2016 — See you on the 7th (iPhone 7 Plus, 7, Apple Watch Series 2, AirPods)
WWDC 2016 (macOS Sierra, iOS 10, watchOS 3, tvOS 10)
Apple Special Event October 2016 — Hello again (Macbook Pro with Touch Bar, TV app for Apple TV)
WWDC 2017 (iOS 11, watchOS 4, macOS High Sierra, update iMac, iMac Pro, Macbook, Macbook Pro, 10.5-inch iPad Pro, HomePod)
Apple Special Event August 2017 — Let’s meet at our place (iPhone 8 Plus, 8, iPhone X, iOS 11, watchOS 4, Apple Watch Series 3, Apple TV 4k)
Apple Special Event March 2018 — Let’s take a field trip (6th gen iPad, iOS 12, watchOS 5)
WWDC 2018 (iOS 12, macOS Mojave, watchOS 5, update tvOS) — Apple Special Event September 2018 — Gather round (iPhone XS Max, XS, XR, Apple Watch Series 4, iOS12)
Apple Special Event October 2018 — There is more in the making (New iPad Pro, Macbook Air, Mac mini)
In this latest iteration, Apple did try to remedy some of the problems with the first wave of “flat” design. Stale look was replaced with more sophisticated gradients, now objets have shadow and depth again. Apparently, real life objects have made the appearance too. The changes have appeared in iOS as well, since iOS 10 thin typography was replaced by more readability friendly San Francisco typeface. Icon shapes were made bolder, and rounded corner containers came back. Glass blur effect has been more popular than ever. Contrast and usability have been greatly improved too.
In my opinion, the current Apple design language has reached maturity, and it will continue be used and improve for couple of years more. However Apple probably won’t have an edge much longer. Google Materials Design and Microsoft Fluent both seems to be very well thought-out and promising.
