In the film Objectified, a designer for Apple computers talks about Apple’s design strategy as “getting design out of the way.” He said that the finished product should feel UNDESIGNED. The user would ask themselves, why would this product be any other way?
He uses the example of the iPhone. The product is all “about” the screen: taking pictures, watching video, and touching the screen to manipulate graphics to use the phone. So, the form of the product is basically a framed screen. Form follows content so closely, that it seems totally intuitive. Why would they design it any other way?
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