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Apple — Style Reference

white room with a single blue switch.

Theme: light

Apple's design language is a study in restraint: near-white canvas, generous breathing room, and one vivid blue accent that makes every action feel deliberate. Typography is the primary voice — SF Pro set with negative tracking that tightens as size grows, giving headlines architectural clarity without weight. The product IS the design: large product photography and lifestyle imagery dominate, while chrome recedes into thin borders, ghost navigation, and hairline rules. Sections alternate on a light gray canvas with full-bleed color washes for promotional blocks, creating rhythm through scale shifts rather than decoration.

Tokens — Colors

Name Value Token Role
Apple Blue #0071e3 --color-apple-blue Filled action buttons, selected states — the only chromatic interactive color, used sparingly so each appearance carries weight
Link Blue #0066cc --color-link-blue Outlined action borders, inline links — deeper saturation than Apple Blue, used where a filled pill would be too loud
Signal Blue #2997ff --color-signal-blue Decorative borders, image outlines, icon strokes — the lightest blue in the system, used for atmospheric emphasis rather than interaction
Carbon #1d1d1f --color-carbon Primary text, heading borders, nav rules, card borders — the dominant ink color, near-black with a whisper of warmth
Frost #f5f5f7 --color-frost Page canvas, body backgrounds, footer surface — the signature Apple light gray, slightly cooler than pure white
Ice #f4f8fb --color-ice Elevated surface washes, subtle fills, button text on dark backgrounds — barely-blue tint that lifts a section without declaring it
Smoke #333333 --color-smoke Secondary text, nav fills, button borders — the workhorse neutral for borders and icons that need more presence than mid-gray
Graphite #474747 --color-graphite Nav text, nav borders, link borders — sits between Carbon and Smoke for tertiary hierarchy
Ash #707070 --color-ash Footer text, list borders, nav borders, muted body text — the mid-gray for content that should be present but quiet
Mist #858585 --color-mist Body borders, icon strokes, button borders — the lightest functional gray, for hairline rules on light surfaces
Onyx #000000 --color-onyx Heading borders, nav borders, dark image backgrounds — true black for maximum contrast in promotional and heading contexts
Pebble #e2e2e5 --color-pebble Button background fills, disabled surfaces — the only near-white surface that is deliberately grayer than the canvas

Tokens — Typography

SF Pro Display — Display headlines and large feature text — sizes 40px+ use the display cut for tighter aperture and stronger negative tracking; 700 reserved for promotional lockups, 400 for editorial product names · --font-sf-pro-display

  • Substitute: Inter, system-ui
  • Weights: 400, 600, 700
  • Sizes: 21px, 28px, 40px, 56px
  • Line height: 1.07, 1.10, 1.14, 1.19
  • Letter spacing: -0.005em at 21px, 0.007em at 28px, 0.011em at 40px+
  • OpenType features: "numr"
  • Role: Display headlines and large feature text — sizes 40px+ use the display cut for tighter aperture and stronger negative tracking; 700 reserved for promotional lockups, 400 for editorial product names

SF Pro Text — Body, navigation, buttons, subheads — the working typeface; 400 for body copy, 300 for subheads and refined labels, 600 for nav items and button text; negative tracking tightens proportionally with size (-0.022em at 12px down to -0.01em at 44px) · --font-sf-pro-text

  • Substitute: Inter, system-ui
  • Weights: 300, 400, 600
  • Sizes: 12px, 14px, 17px, 18px, 24px, 26px, 34px, 44px
  • Line height: 1.18, 1.24, 1.29, 1.33, 1.47, 1.50, 2.12, 2.41
  • Letter spacing: -0.022em at 12px, -0.016em at 17px, -0.011em at 24px, -0.01em at 44px
  • Role: Body, navigation, buttons, subheads — the working typeface; 400 for body copy, 300 for subheads and refined labels, 600 for nav items and button text; negative tracking tightens proportionally with size (-0.022em at 12px down to -0.01em at 44px)

Type Scale

Role Size Line Height Letter Spacing Token
caption 12px 1.33 -0.264px --text-caption
body-sm 14px 1.29 -0.224px --text-body-sm
body 17px 1.47 -0.272px --text-body
subheading 21px 1.24 -0.105px --text-subheading
heading-sm 28px 1.18 0.196px --text-heading-sm
heading 40px 1.14 0.44px --text-heading
heading-lg 44px 1.18 -0.44px --text-heading-lg
display 56px 1.07 0.616px --text-display

Tokens — Spacing & Shapes

Base unit: 4px

Density: comfortable

Spacing Scale

Name Value Token
4 4px --spacing-4
8 8px --spacing-8
12 12px --spacing-12
16 16px --spacing-16
20 20px --spacing-20
24 24px --spacing-24
40 40px --spacing-40
48 48px --spacing-48
56 56px --spacing-56

Border Radius

Element Value
tags 980px
cards 8px
images 8px
inputs 8px
buttons 980px

Shadows

Name Value Token
xl rgba(0, 0, 0, 0.22) 3px 5px 30px 0px --shadow-xl

Layout

  • Page max-width: 1440px
  • Section gap: 64px
  • Card padding: 24px
  • Element gap: 12px

Components

Filled Pill Button

Role: Primary action — Buy, Learn more, Shop

980px border-radius, #0071e3 background, white (#f4f8fb) text at 17px weight 400, padding 11px 15px, no border, no shadow. The single filled interactive element in the system.

Outlined Pill Button

Role: Secondary action — pair with filled primary

980px border-radius, 1px solid #0066cc border, #0066cc text at 17px weight 400, transparent fill, padding 11px 15px. Used as the second action next to a filled blue button.

Ghost Link

Role: Tertiary action or inline text link

No background, no border, #0066cc text at inherit size, underline on hover only. Weight 400, same family as body.

Global Nav Bar

Role: Top-level site navigation

Full-width, #1d1d1f or white background, 8px vertical padding, horizontal links at 12px weight 400 in #1d1d1f or #f5f5f7. Apple logo on left, product categories centered, search and bag icons on right. 1px hairline bottom border in #1d1d1f or #333.

Sticky Mini-Nav

Role: Product page sub-navigation that pins below global nav

White background, product name in 21px weight 600 + colored wordmark, action links at 14px weight 400. 1px bottom border in #d2d2d7.

Product Hero Section

Role: Full-bleed product showcase

#f5f5f7 background, centered product name at 56px weight 600 in #1d1d1f, tagline at 26px weight 300, two action buttons centered below. Large product render fills the section with generous bottom padding.

Feature Banner

Role: Full-bleed promotional or service content

Full-width photographic or color-washed background, overlay text and CTA. Can be dark with white text, or a pastel wash with dark text. No card surface — the image IS the surface.

Service Card Grid

Role: Multi-service promotional row (Apple TV+, Fitness+, Music, Arcade)

Horizontal scroll or grid of cards, each full-bleed photographic background, 8px radius, white text overlay. Card title 24-28px weight 600, genre label in 12-14px, pill action button (Listen now, Play now, Watch now) at bottom.

Typography-Only CTA Block

Role: Compact product call-out within a section

Centered stack: product name at 40-56px weight 600, one-line descriptor at 21px weight 300, optional italic product variant (e.g. 'iPad air') at 28px in #2997ff. Two pill buttons below, generous vertical breathing room.

Footer

Role: Site-wide legal and link directory

#f5f5f7 or #1d1d1f background, multi-column link grid at 12px weight 400 in #707070 or #f5f5f7, 1px hairline dividers in #333 or #d2d2d7, fine print at 12px. No card surfaces — flat, typographic, structural.

Form Input

Role: Search, email capture, configuration inputs

8px radius, 1px border in #d2d2d7 or #707070, 14-17px text, #f5f5f7 fill. Focus ring in #0071e3 at 2px.

Do's and Don'ts

Do

  • Use #0071e3 only for filled action buttons and selected/active states — one color, one job.
  • Pair every filled blue button with an outlined blue secondary action, never stack two filled buttons.
  • Set body text at 17px with -0.016em letter-spacing — the negative tracking is what makes Apple type feel precise, not the size alone.
  • Let product photography fill the full viewport width — never constrain hero images to a max-width container.
  • Use 980px border-radius for every interactive button, tag, and pill — the fully rounded shape is non-negotiable.
  • Set section backgrounds to full-bleed #f5f5f7 or a single product color wash — never use card containers inside a section.
  • Weight 300 for subheads and editorial descriptors creates the signature Apple whisper-voice — 400 is for body, 600 is for nav.

Don't

  • Never use #0071e3 for text, borders, or decoration — it is exclusively a button fill color.
  • Never add drop shadows to cards, buttons, or nav — the system uses hairline borders and surface shifts, not elevation.
  • Never set headlines at 700 weight for product names — 600 is the maximum; 700 only appears in editorial lockups or promotional art.
  • Never use a card or panel inside a #f5f5f7 section — the canvas itself is the surface; containers break the spatial logic.
  • Never constrain the main content to a narrow column — Apple pages breathe at 100% width with internal max-widths only for text-heavy blocks.
  • Never use radius below 980px for buttons or above 8px for cards/images — these are the only two radius values in the system.
  • Never mix the three blues in one interactive element — #0071e3 is fill, #0066cc is outlined action, #2997ff is decorative.

Surfaces

Level Name Value Purpose
0 Canvas #f5f5f7 Page background, section default
1 Elevated Wash #f4f8fb Light blue-tinted section background for featured products
2 Pebble #e2e2e5 Button fills, disabled states, surface differentiation

Imagery

Photography is the dominant visual language. Product shots are rendered on pure white or soft gray backgrounds with no environmental context — the device IS the hero, isolated and lit. Lifestyle photography appears in feature banners at full-bleed width, often with subjects cropped tightly. Color washes (pastel blue, pink, green) serve as section backgrounds for product highlights, not as decoration. Iconography is minimal and line-based, weight 1-2px, in the same gray scale as text. No illustrations, no abstract graphics, no 3D renders beyond the product photography itself.

Layout

Full-bleed page model with no fixed max-width container — sections stretch edge-to-edge while text blocks center internally at roughly 980px. Navigation is a single sticky global bar with a secondary product-specific sub-nav that appears on scroll. Hero pattern is always centered: large product name, one-line tagline, two pill buttons, then the product render filling the remaining viewport. Sections stack vertically with generous vertical rhythm (64px+ between sections), alternating between #f5f5f7 and color-wash backgrounds. The lower page is a single horizontal row of full-bleed service cards (Apple TV+, Fitness+, Music, Arcade), each a photographic tile with overlaid text and a pill action. No sidebars, no multi-column content layouts, no asymmetric compositions — everything is centered, stacked, and symmetrical.

Agent Prompt Guide

Quick Color Reference

  • text: #1d1d1f
  • background: #f5f5f7
  • border: #d2d2d7 / #333333
  • accent: #2997ff (decorative only)
  • primary action: #0071e3 (filled action)
  • outlined action border: #0066cc

3-5 Example Component Prompts

  1. Create a product hero section: #f5f5f7 full-bleed background. Headline 'iPhone' at 56px SF Pro Display weight 600, #1d1d1f, letter-spacing 0.616px. Tagline 'Meet the latest iPhone lineup.' at 26px SF Pro Text weight 300, #1d1d1f. Two pill buttons centered below: filled #0071e3 with white text 'Learn more' (980px radius, 11px 15px padding), and outlined #0066cc with 1px border and #0066cc text 'Shop iPhone' (same radius and padding). Product render fills the lower portion.

  2. Create a service card tile: full-bleed photographic background, 8px radius. Title 'Fitness+' at 28px weight 600 white, genre label at 12px weight 400 white with 70% opacity. Pill button at bottom: 980px radius, #0071e3 background, white text 'Watch now' at 14px weight 400, 8px 15px padding.

  3. Create a global nav bar: full-width, #1d1d1f background, 8px vertical padding. Apple logo SVG on left at 14px height. Nav links centered: Store, Mac, iPad, iPhone, Watch, Vision, AirPods, TV & Home, Entertainment, Accessories, Support — all 12px weight 400, #f5f5f7 color, 1px #333333 bottom border on the bar. Search icon and bag icon on right.

  4. Create a typographic CTA block: centered, 64px vertical padding. Product name 'iPad' at 40px SF Pro Display weight 600 #1d1d1f, followed by 'air' inline at 28px weight 400 italic #2997ff. Subtitle 'Now supercharged by M4.' at 21px weight 300 #1d1d1f. Two pill buttons below: filled #0071e3 'Learn more' and outlined #0066cc 'Buy' (both 980px radius, 11px 15px padding).

  5. Create a footer block: #f5f5f7 background, four-column link grid. Each link 12px weight 400 #707070, 10px vertical gap. Column headers at 12px weight 600 #1d1d1f. 1px #d2d2d7 hairline divider above fine print. Fine print at 12px weight 400 #707070.

Elevation Philosophy

This system intentionally avoids elevation as a visual tool. Instead of shadows, hierarchy is built through surface color shifts (#f5f5f7 canvas, #f4f8fb elevated wash, #e2e2e5 filled surfaces) and 1px hairline borders in #d2d2d7 or #333333. The only shadow present is a subtle rgba(0,0,0,0.22) 3px 5px 30px on product images to ground them against the white canvas — never on cards, buttons, or panels. Flatness is the signature; depth comes from scale and photography, not from CSS shadows.

Similar Brands

  • Bang & Olufsen — Same product-as-hero isolation photography on white canvas, same generous whitespace, same whisper-thin typography for product names
  • Teenage Engineering — Same near-monochrome product pages with generous spacing, though TE adds more personality through type and color accents
  • Nothing (tech) — Similar minimal product showcase layout, though Nothing uses more dot-matrix texture and dark surfaces
  • Dyson — Same centered product hero with large render, minimal copy, and paired pill action buttons on a light gray canvas

Quick Start

CSS Custom Properties

:root {
  /* Colors */
  --color-apple-blue: #0071e3;
  --color-link-blue: #0066cc;
  --color-signal-blue: #2997ff;
  --color-carbon: #1d1d1f;
  --color-frost: #f5f5f7;
  --color-ice: #f4f8fb;
  --color-smoke: #333333;
  --color-graphite: #474747;
  --color-ash: #707070;
  --color-mist: #858585;
  --color-onyx: #000000;
  --color-pebble: #e2e2e5;

  /* Typography — Font Families */
  --font-sf-pro-display: 'SF Pro Display', ui-sans-serif, system-ui, -apple-system, BlinkMacSystemFont, "Segoe UI", Roboto, sans-serif;
  --font-sf-pro-text: 'SF Pro Text', ui-sans-serif, system-ui, -apple-system, BlinkMacSystemFont, "Segoe UI", Roboto, sans-serif;

  /* Typography — Scale */
  --text-caption: 12px;
  --leading-caption: 1.33;
  --tracking-caption: -0.264px;
  --text-body-sm: 14px;
  --leading-body-sm: 1.29;
  --tracking-body-sm: -0.224px;
  --text-body: 17px;
  --leading-body: 1.47;
  --tracking-body: -0.272px;
  --text-subheading: 21px;
  --leading-subheading: 1.24;
  --tracking-subheading: -0.105px;
  --text-heading-sm: 28px;
  --leading-heading-sm: 1.18;
  --tracking-heading-sm: 0.196px;
  --text-heading: 40px;
  --leading-heading: 1.14;
  --tracking-heading: 0.44px;
  --text-heading-lg: 44px;
  --leading-heading-lg: 1.18;
  --tracking-heading-lg: -0.44px;
  --text-display: 56px;
  --leading-display: 1.07;
  --tracking-display: 0.616px;

  /* Typography — Weights */
  --font-weight-light: 300;
  --font-weight-regular: 400;
  --font-weight-semibold: 600;
  --font-weight-bold: 700;

  /* Spacing */
  --spacing-unit: 4px;
  --spacing-4: 4px;
  --spacing-8: 8px;
  --spacing-12: 12px;
  --spacing-16: 16px;
  --spacing-20: 20px;
  --spacing-24: 24px;
  --spacing-40: 40px;
  --spacing-48: 48px;
  --spacing-56: 56px;

  /* Layout */
  --page-max-width: 1440px;
  --section-gap: 64px;
  --card-padding: 24px;
  --element-gap: 12px;

  /* Border Radius */
  --radius-lg: 8px;
  --radius-lg-2: 11px;
  --radius-full: 980px;
  --radius-full-2: 999px;

  /* Named Radii */
  --radius-tags: 980px;
  --radius-cards: 8px;
  --radius-images: 8px;
  --radius-inputs: 8px;
  --radius-buttons: 980px;

  /* Shadows */
  --shadow-xl: rgba(0, 0, 0, 0.22) 3px 5px 30px 0px;

  /* Surfaces */
  --surface-canvas: #f5f5f7;
  --surface-elevated-wash: #f4f8fb;
  --surface-pebble: #e2e2e5;
}

Tailwind v4

@theme {
  /* Colors */
  --color-apple-blue: #0071e3;
  --color-link-blue: #0066cc;
  --color-signal-blue: #2997ff;
  --color-carbon: #1d1d1f;
  --color-frost: #f5f5f7;
  --color-ice: #f4f8fb;
  --color-smoke: #333333;
  --color-graphite: #474747;
  --color-ash: #707070;
  --color-mist: #858585;
  --color-onyx: #000000;
  --color-pebble: #e2e2e5;

  /* Typography */
  --font-sf-pro-display: 'SF Pro Display', ui-sans-serif, system-ui, -apple-system, BlinkMacSystemFont, "Segoe UI", Roboto, sans-serif;
  --font-sf-pro-text: 'SF Pro Text', ui-sans-serif, system-ui, -apple-system, BlinkMacSystemFont, "Segoe UI", Roboto, sans-serif;

  /* Typography — Scale */
  --text-caption: 12px;
  --leading-caption: 1.33;
  --tracking-caption: -0.264px;
  --text-body-sm: 14px;
  --leading-body-sm: 1.29;
  --tracking-body-sm: -0.224px;
  --text-body: 17px;
  --leading-body: 1.47;
  --tracking-body: -0.272px;
  --text-subheading: 21px;
  --leading-subheading: 1.24;
  --tracking-subheading: -0.105px;
  --text-heading-sm: 28px;
  --leading-heading-sm: 1.18;
  --tracking-heading-sm: 0.196px;
  --text-heading: 40px;
  --leading-heading: 1.14;
  --tracking-heading: 0.44px;
  --text-heading-lg: 44px;
  --leading-heading-lg: 1.18;
  --tracking-heading-lg: -0.44px;
  --text-display: 56px;
  --leading-display: 1.07;
  --tracking-display: 0.616px;

  /* Spacing */
  --spacing-4: 4px;
  --spacing-8: 8px;
  --spacing-12: 12px;
  --spacing-16: 16px;
  --spacing-20: 20px;
  --spacing-24: 24px;
  --spacing-40: 40px;
  --spacing-48: 48px;
  --spacing-56: 56px;

  /* Border Radius */
  --radius-lg: 8px;
  --radius-lg-2: 11px;
  --radius-full: 980px;
  --radius-full-2: 999px;

  /* Shadows */
  --shadow-xl: rgba(0, 0, 0, 0.22) 3px 5px 30px 0px;
}