The Evolution of Apple's Design Language

Apple began moving in this direction in October of 2012 with the ousting of Scott Forestall and putting Jonathan I have in charge of industrial and software design. The inspiration came from a game by Lauren Brickter. We really liked letter press and we wanted to kind of make something in that, like use that as a jumping off point. It's more a testament of how this stuff isn't voodoo magic guessing. There's a real school of thought here. This is an actual field of study where when we sit down and we think about with these constraints, what is the best way to show this kind of information? What do you do?"