Aesthetics can make the ordinary extraordinary
Apple's signature became premium materials and finishes.
"Aesthetics is so powerful that it can turn a commodity into a premium product.”
as beautifully articulated in Marty Neumeier's "Brand Gap"
This concept came to life through the evolution of Apple Inc. under the leadership of the visionary Steve Jobs, my eternal twin xD.
At the core of this transformation was Jobs' unwavering commitment to design excellence. He believed that aesthetics were not just surface-level considerations, but integral to the user experience.
This conviction gave rise to Apple products that are known for their minimalist elegance and intuitive functionality, setting them apart from others.
Jobs paid very close attention to detail, which further underscored his dedication to aesthetics. Every element, from the contours of an iPhone to the texture of a MacBook's trackpad, was meticulously honed.
Simplicity was another guiding principle, making technology more accessible through user-friendly interfaces.
Apple's signature became premium materials and finishes, which enhanced both aesthetics and product durability. Even the packaging was an art form, heightening the unboxing experience.
Apple stores were designed to be modern and attractive. This helped Jobs change Apple's image to be associated with luxury, innovation, and elegance.
This shows how aesthetics can make ordinary things extraordinary, as Neumeier suggested.