---
name: Apple
version: alpha
description: "Technology at its best when it disappears — powerful, personal, and effortless to use."
colors: 
  canvas: "#ffffff"
  background: "#ffffff"
  ink: "#333336"
  text: "#333336"
  primary: "#0071e3"
  secondary: "#0066cc"
  highlight: "#0066cc"
  link: "#2997ff"
  surface: "#2997ff"
typography: 
  display: 
    fontFamily: "'SF Pro Display', -apple-system, 'Helvetica Neue', sans-serif — headlines and product names, tight tracking, semibold weights."
    fontSize: 48px
    fontWeight: 700
    lineHeight: 1.05
    letterSpacing: "-0.02em"
  body: 
    fontFamily: "'SF Pro Text', -apple-system, 'Helvetica Neue', sans-serif — running prose, captions, availability lines."
    fontSize: 16px
    fontWeight: 400
    lineHeight: 1.55
  mono: 
    fontFamily: "'SF Mono', ui-monospace, 'Menlo', monospace — spec numerics, pricing, footnote references."
    fontSize: 13px
    fontWeight: 400
    lineHeight: 1.5
---
<!-- Source: https://northlit.ai/community/brands/apple · v1 · Generated with Northlit · Remix: https://northlit.ai/community/brands/apple -->
<!-- Unofficial interpretation generated by Northlit. Not affiliated with or endorsed by Apple. -->

# Apple
## Overview
Apple designs premium consumer technology where the product is the hero and the interface disappears. The brand positions itself at the intersection of craft, simplicity, and aspiration — every surface is engineered to feel effortless. Visual identity is defined by generous negative space, high-contrast product photography, and near-zero ornamentation.

### Voice

**Values.** Technology at its best when it disappears — powerful, personal, and effortless to use.

**Aesthetic.** Monochromatic precision, editorial restraint, high-contrast product focus, cinematic negative space, minimalist clarity.

**Tone.** Confident, concise, warm, aspirational.

### Imagery

- Studio product photography as hero: single device, dramatic lighting, seamless white or black seamless background.
- Editorial lifestyle for services (Apple TV+, AirPods) — cinematic, human, saturated stills used as tile backgrounds.
- Reflections and subtle floor shadows under floating hardware; no clutter or props.
- Avoid stock-photo staging, busy environments, or heavy post-processing filters.

Type sizes, weights and line-heights above are contract baselines derived from the brand's families — refine them in this file as the product's scale settles; the palette and families are the brand's own.
## Colors

- **canvas** (`#ffffff`)
- **background** (`#ffffff`)
- **ink** (`#333336`)
- **text** (`#333336`)
- **primary** (`#0071e3`)
- **secondary** (`#0066cc`)
- **highlight** (`#0066cc`)
- **link** (`#2997ff`)
- **surface** (`#2997ff`)

## Typography

- **display** — 'SF Pro Display', -apple-system, 'Helvetica Neue', sans-serif — headlines and product names, tight tracking, semibold weights. 48px/1.05, weight 700, tracking -0.02em
- **body** — 'SF Pro Text', -apple-system, 'Helvetica Neue', sans-serif — running prose, captions, availability lines. 16px/1.55, weight 400
- **mono** — 'SF Mono', ui-monospace, 'Menlo', monospace — spec numerics, pricing, footnote references. 13px/1.5, weight 400

## Layout