Apple has always garnered attention for its graphic design, which visually maximizes the aesthetics and performance of its products at every event. At this event, held in September 2025 under the title "Awe Dropping," Apple showcased a powerful visual language that conveyed the brand's philosophy and sensibility.
Designing compelling visual structures, conveying beauty with minimal elements, and using image processing to highlight a product's strengths and naturally conceal its flaws are core elements of Apple's graphic design. The iPhone 17 series, in particular, features a clear conceptual distinction between models and a bolder, more experimental graphic approach.
In this article, we'll take a closer look at the graphic design strategies Apple applied to each of its products at its "Awe Dropping" event in September, and the visual effects these strategies created.
The invitation's slogan was "Awe Dropping," a play on the idiom "jaw-dropping." Since "awe" means "wonder, awe," many analysts suggested the phrase conveyed a sense of "awe dropping.".
This graphic depicts Apple's logo in vibrant colors, as if viewed through a thermal imaging sensor. The orange and deep blue tones stand out, creating a striking contrast to the colors found on previous iPhones.
The thermal imagery suggests there will be heat-related updates, but the results suggest the orange color of the iPhone 17 Pro, the sky blue color of the iPhone Air, and the liquid glass of iOS 26 are metaphorical.
This is the model that has received the most attention. The rear design of the 17 Pro, in particular, has sharply divided opinions. The overall structure has become more complex, and visual details have also increased significantly.
The graphic design is bold and imposing, particularly highlighting the "PRO" model. The font used is reminiscent of the "KORATAKI" font, which has very little internal space, and a similar orange hue to the Apple Watch Ultra model appears as an accent color.
The lower back features a strong, almost two-tone color contrast, giving the impression of a device equipped with some important functionality. Light shining from the upper left corner highlights the object's texture, drawing attention to its "mass" rather than its overall detail.
The background harmonizes with the transparent interface of iOS 26, emphasizing the robustness of the unibody exterior. Rather than showcasing the entire back, the most streamlined side is placed at the front, increasing visual focus, and the curvature of the camera island is rendered barely perceptible by the lighting.
This image focuses on the product's "solidity" and "functional reliability" rather than its actual use. The central square shape is designed to make the entire camera module appear as a single background, but in reality, it contains numerous intricate details, revealing an intention to visually emphasize functionality and performance.
The default wallpaper has a texture that looks like light seeping through glass, and the word 'PRO' is subtly hidden within it.
Ultimately, the iPhone 17 Pro visually conveys a powerful message: a tool for professionals. Rather than a product that "everyone will find attractive," the design reinforces its identity as a professional device for "those who truly need it.".
The iPhone 17 Air, true to its name, visually maximizes the impression of being "light and thin." In contrast to the Pro model, this product meticulously implements an "airy aesthetic" across both hardware and software.
Product pages often display a side view of the device to emphasize its slimness. In particular, the camera island is relatively prominent, creating the illusion of a thinner device. In some countries, users even gently squeeze the device to visually emphasize its thickness.
However, the finger is not shown on the Korean website, which is seen as a measure to preemptively block controversy due to concerns that the gesture could be interpreted as misandry in Korea.
The overall color scheme is based on bright, transparent tones reminiscent of "air," and the typography, using a light blue-gray palette, creates an overall light visual weight. The text gradient is applied so subtly that it's barely perceptible from top to bottom, and the flow from dark to light gives the letters the impression of floating lightly.
The camera island is also designed to be as thin and discreet as possible. Subtle slopes, gentle curves, and meticulously controlled light reflection angles visually render the protrusion of the camera island virtually imperceptible to the user. These details serve as a crucial visual language that completes the iPhone 17 Air's core concept of "thin and light.".
The sample image screen actively utilizes the transparent UI elements of iOS 26's Liquid Glass. The default wallpaper also incorporates the texture of Liquid Glass, subtly blending with the shape of the rear camera island to richly express the product's consistent identity.
The iPhone 17 maintains the design of its predecessor without significant changes overall, while attempting to differentiate itself through color and visual presentation. This series is particularly striking with its subtle gradient, centered around purple that shifts to green depending on the angle.
The official image features multiple models layered together to create a variety of color combinations and a sense of depth, while the foreground features a graphic motif inspired by floral forms. The low-saturation, soft colors create an overall impression of a slightly hazy and elegant feel.
The Pro and Air models have a strong concept, so the base model, the 17, feels like an iPhone faithful to the basics. The camera island is relatively small and the structure is simple. Therefore, the product introduction images show the product itself without any lighting effects to obscure its shortcomings.
The default wallpaper depicts a kaleidoscopic flower pattern centered around the dual camera array, designed to blend seamlessly with the hardware. Overall, the iPhone 17 is a model that offers a fresh look through subtle differences in color and detail, rather than major changes.
The other new products introduced in this presentation also feature impressive graphic design techniques that effectively and visually convey the features of each product.
The Apple Watch Ultra emphasizes the product's presence by processing the entire image in black and white, with only the watch in color. Amid the serious and powerful atmosphere of the black and white image, the watch's color accents naturally draw attention, visually highlighting the product's core values.
For the Apple Watch Kids model, the illustration depicts a human arm, suggesting experiences that can be enjoyed without exposing a child's face or entire body. This design appears to simultaneously consider the privacy and emotional connection required for children's products.
Additionally, the typography on the product introduction website utilizes a technique reminiscent of a store's neon signs. Wide gradient lighting behind the text adds vibrancy to the letters and enhances their visual appeal. While its use is demanding, it's a noteworthy visual device that can be effectively used to emphasize a specific message.
