The New StatesmanThe New Statesman

Life after Apple

By Wessie du Toit

28 Mar 2023 · 4 min read

Editor's Note

The New Statesman explores the "make it simple" design formula that "rules our world." It's a formula pioneered by Apple that's now applied to everything from products to politics.

Make it simple: this is the design formula that rules our world.

It is the ethos of user-friendly minimalism, whereby complex gadgets are made both stylish and easy to operate. For this we can thank Apple, which probably designed or inspired the device on which you are reading this now. Though frankly, Apple does not need your thanks; having made its sleek aesthetic fashionable everywhere, it is now the most valuable company in the world.

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