# DESIGN.md — Apple

> Vast white space, SF Pro precision and cinematic product imagery — the reference for premium consumer restraint.
> Distilled by design.live · Ecosystem · apple.com
> Agent prompt: "Use the design.live MCP and make it look like Apple."

## Brand context
consumer technology for everyday creativity and work

Apple builds consumer devices, software, and services designed around privacy as a core value, helping people keep their data protected with safeguards like on-device processing and Private Cloud Compute for Apple Intelligence. Its privacy protections are built deeply into iPhone, iPad, and Mac rather than added on after the fact.

Audiences:
- Individuals shopping for flagship consumer devices (iPhone, Mac, iPad, Apple Watch, AirPods)
- Small businesses and professionals using Mac and iPhone in their day-to-day work
- Organizations purchasing at scale for education, business, and government use

## Assets
logo (for light surfaces): https://cdn.design.live/v1/domain/apple.com/logo?theme=dark
logo (for dark surfaces):  https://cdn.design.live/v1/domain/apple.com/logo?theme=light
icon:                      https://cdn.design.live/v1/domain/apple.com/icon

## Palette
#0066CC    accent
#1D1D1F    dark
#F5F5F7    brand
#FFFFFF    light

## Type
title    SF Pro Text (custom)
body     SF Pro Text (custom)

## Type scale
display:    SF Pro Display, 600 weight
weights:    400 · 500 · 600
scale:      80 / 48 / 28 / 21 / 17
tracking:   -0.015em on display

## Signature moves
- One product, one message per viewport
- Center-locked display type
- Cinematic imagery carries the story
- Buy actions as quiet text links

## Evidence coverage (private beta)
screens indexed:       43
screens VLM-annotated: 43
workflows mapped:      6
workflows annotated:   6
platforms:             iOS, Web

Evidence returned by the MCP is deduplicated, ranked for the request, and linked to source and permission provenance. Counts reflect the canonical evidence-store snapshot, not invented adoption or asset totals. Screen imagery is delivered through authenticated, metered MCP calls; it is not distributed on public pages.

## Retrieval
Ask the design.live MCP for the project brief, constraints, and desired Apple qualities. It returns ranked evidence and an agent-ready implementation plan; do not copy a source screen wholesale.

— design.live/brands/apple