The company Karthik references most often as the gold standard for craft, restraint, and end-to-end experience design. For the vault's purposes, Apple is less a company than a design principle: every surface is a brand surface, hardware and software are one product, and saying no to features is a creative act. Touchstones: the original iPhone launch, Jony Ive's hardware era, the design of the Apple Store, and the discipline of shipping fewer things better.
Related
- Apple Garamond — the typeface that defined a decade of Apple's identity
- Taste Is a Competitive Advantage — the principle Apple embodies