# Design is how it works

**URL:** <https://forum.zurb.com/t/design-is-how-it-works/279>\
**Category:** Open topics\
**Created:** [October 17, 2025, 12:28am UTC](https://forum.zurb.com/t/design-is-how-it-works/279 "2025-10-17T00:28:31Z")\
**Posts on this page:** 4\
**Page:** 1

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**Author:** ![Bryan](https://yyz2.discourse-cdn.com/flex034/user_avatar/forum.zurb.com/bryan/32/448_2.png) [@Bryan](https://forum.zurb.com/u/Bryan)\
**Post date:** [October 17, 2025, 12:28am UTC](https://forum.zurb.com/t/design-is-how-it-works/279/1 "2025-10-17T00:28:31Z")

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Interesting that Apple is leaning into this idea right now… It’s always been a point of contention for product designers. It’s well done, but not sure why or who it’s for…

[https://www.youtube.com/watch?v=-ueUb6PNwbs](https://www.youtube.com/watch?v=-ueUb6PNwbs)

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**Author:** ![MoData](https://yyz2.discourse-cdn.com/flex034/user_avatar/forum.zurb.com/modata/32/1182_2.png) [@MoData](https://forum.zurb.com/u/MoData)\
**Post date:** [October 22, 2025, 3:23pm UTC](https://forum.zurb.com/t/design-is-how-it-works/279/2 "2025-10-22T15:23:24Z")

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What’s the point of contention you’re referring to @Bryan? To me, this is for the consumer who is impressed simply because Apple says they’ve done some thinking behind their design rather than just making it look pretty.

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**Author:** ![ben](https://yyz2.discourse-cdn.com/flex034/user_avatar/forum.zurb.com/ben/32/442_2.png) [@ben](https://forum.zurb.com/u/ben)\
**Post date:** [October 22, 2025, 5:27pm UTC](https://forum.zurb.com/t/design-is-how-it-works/279/3 "2025-10-22T17:27:59Z")

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Maybe they’re still leaning into the idea Apple is for everyone.

They’re definitely not getting more explicit or leaning into a particular buying group.

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**Author:** ![EricZ](https://yyz2.discourse-cdn.com/flex034/user_avatar/forum.zurb.com/ericz/32/692_2.png) [@EricZ](https://forum.zurb.com/u/EricZ)\
**Post date:** [October 22, 2025, 5:43pm UTC](https://forum.zurb.com/t/design-is-how-it-works/279/4 "2025-10-22T17:43:30Z")

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@Bryan this seems to go back to ‘brand’ signifiers. I think Apple in particular needs to remind people of the quality of the experiences they’re having on these minimalist devices, reminding them that every detail is considered on their touch-screen rectangle with 3 buttons, two speaker holes, and hours of daily usage.

It could have been a plastic Asus rectangle, but it’s an aluminum rectangle built by highly consciencious people with taste. 👅