As technology has changed over the decades, so to has their visual aspects and ascetics. In the 1970’s, Dieter Rams sought out a way to merge the ideas of technological innovation and visual design through his 10 Principles for Good Design. These principles outline how good technological design should be new, imaginative, and thorough while also being visually appealing, non-intrusive, and rather minimalistic.

Apple, a tech giant recognized only by a silhouette of it’s namesake, has been a clear admirer of Rams’ principles for several decades. The first edition of the iPod, for example, bears a striking resemblance to the Braun T4, a handheld transistor radio from 1959. That level of respect towards Dieter Rams and his 10 principles has been prevalent up to the modern day, which can be seen just by looking at the front page of their website.

The main page consists of a showcase of their newest products, all with interactive animations that display each product in a tasteful way. More information about each product can be found by simply scrolling down, appearing only when needed as to not clutter the screen, which speaking of, only five of these products are currently being showcased in order to make the viewing experienced more simplified. Any information about their other products can be found in the heading of the screen, which isn’t locked at the top of the webpage and follows as you scroll. This heading is neatly organized from left to right and displays information just by hovering your mouse over the product name, with everything inside also being neatly organized from top to bottom.

Apple is a masterclass when it comes to the idea of innovative simplicity. Where other tech companies try to give it their all to make their products feel like the future, Apple has instead chosen to let their products define their own space. Dieter Rams laid the groundwork for good design, and Apple has continued to carry the torch decades later.