It’s no surprise that the company that invented the iPhone also designed an ecommerce app for their store that is both functional and gorgeous.
The Apple app works hard to personalize the shopping experience. Throughout the app there are reminders of the locations of nearby stores, events happening at locations in the user’s city, and the app promises to make recommendations for accessories based on which devices the user currently owns.
Unsurprisingly, the app’s aesthetic is defined by large product photography, tons of whitespace, and minimal text. Nothing is lost in translation from desktop to mobile. Deep-scrolling product feature pages allow users to learn everything there is to know about a specific product and to experience high-quality full-bleed product photography at every turn.
The homescreen or “Discover” section as it is termed in the app is also a deep-scrolling page that highlights new products the company wants to promote, as well as ongoing promotions. There’s also educational content, including videos documenting how to shoot on iPhone 7, for example. The app highlights the many different ways to shop -- online for free 2-day shipping, buy online and pickup in store, or in-store. The app tracks the user’s information, such as devices and preferred payment in the account section for easy access.
The app is designed against a white background, though certain products shot against black add a dramatic flair. Typography is predictably lightweight, and copywriting is usually short and pithy, though detailed where necessary. The streamlined app with straightforward UI is exactly what one would expect from Apple.
Apple is a minimalist app design in the e-commerce & retail industry.