In just the last fifteen years, a lot has changed for Apple. The company has transformed itself from a dying corporation teetering on the brink of bankruptcy into the most powerful technology company in the world, a giant that has revolutionized pretty much every aspect of technology.
Given the extraordinary changes that have happened to Apple in the last fifteen years, you’d think that the Apple.com homepage would have gone through a lot of changes too. But it hasn’t. Why not?
Going back through fifteen years of Apple.com homepages, it is clear that for Apple, their website is just another product, just like an iPhone or iPod. When Apple wants to make a new product, they first find the ideal form they think that object should be, and then endlessly iterate upon it over successive generations to bring the function of that form into sharper relief.
Apple’s website is no different. Here’s how Apple has refined it over the years.