Having an in-house design group allowed for changes to be made more efficiently, all while making it easier to maintain the secrecy of upcoming projects.
Apple selected a warm gray color they called "Platinum" for the IIGS and all subsequent desktop computers until the introduction of the iMac in 1998.
[4] The original Macintosh was designed by Jerry Manock and Terry Oyama with guidance from Steve Jobs.
Having worked 90-hour weeks, Manock and the rest of the Mac team were exhausted, and he failed to register the Macintoshes in time for the design award consideration.
The launch of the iMac in 1998 also drew on some of the iconic elements of the original Macintosh, such as the all-in-one format and top-mounted handle.
The successive design language adopted by Apple can be split into two aspects: a white or black color scheme, usually with a glossy texture and plastic cases; and a bead blasted aluminum and glass look.
Apple developed a unibody water-milling process to achieve sharp lines and graceful curves as well as end-to-end structural stability from their aluminum products.
in 2019, Jonathan Ive left Apple, and started his new design office LoveFrom with longtime collaborator Marc Newson.