Apple Design — Tactics (accessibility · marketing & brand)

Two cross-cutting human-factors lenses: designing for everyone, and persuading like Apple.

When to use

• Meeting Apple's accessibility bar, or understanding why a11y constraints shape Apple's whole design language.
• Writing/structuring premium marketing — copy voice, pricing, photography, page narrative.

Core rules — accessibility

• Accessibility is the default, not a retrofit (the curb-cut effect: edge cases help everyone). Many Apple rules exist because of a11y: Dynamic Type → reflow layouts; Reduce Transparency → opaque material fallbacks; Reduce Motion → fade alternatives.
• POUR / WCAG 2.2 AA: semantic HTML + ARIA, accessible names, never color alone, 4.5:1 text contrast, visible :focus-visible ring, manage focus, respect prefers-reduced-motion / prefers-contrast / prefers-reduced-transparency.

Core rules — marketing & brand

• Feeling before feature, then features as proof. One idea per section; restraint and whitespace signal premium.
• Product as hero on seamless white/black with soft shadow + subtle glow; quiet, monochrome brand.
• Copy voice: short, confident, benefit-led, Title Case headlines, concrete numbers ("The most powerful iPhone ever."). Pricing leads premium → anchors → monthly framing.