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# Design System: Apple — Visual Theme & Atmosphere

Apple's website is a masterclass in controlled drama — vast expanses of pure black and near-white serve as cinematic backdrops for products that are photographed as if they were sculptures in a gallery. The design philosophy is reductive to its core: every pixel exists in service of the product, and the interface itself retreats until it becomes invisible. This is not minimalism as aesthetic preference; it is minimalism as reverence for the object.

The typography anchors everything. San Francisco (SF Pro Display for large sizes, SF Pro Text for body) is Apple's proprietary typeface, engineered with optical sizing that automatically adjusts letterforms depending on point size. At display sizes (56px), weight 600 with a tight line-height of 1.07 and subtle negative letter-spacing (-0.28px) creates headlines that feel machined rather than typeset — precise, confident, and unapologetically direct. At body sizes (17px), the tracking loosens slightly (-0.374px) and line-height opens to 1.47, creating a reading rhythm that is comfortable without ever feeling slack.

The color story is starkly binary. Product sections alternate between pure black (`#000000`) backgrounds with white text and light gray (`#f5f5f7`) backgrounds with near-black text (`#1d1d1f`). This creates a cinematic pacing — dark sections feel immersive and premium, light sections feel open and informational. The only chromatic accent is Apple Blue (`#0071e3`), reserved exclusively for interactive elements: links, buttons, and focus states. This singular accent color in a sea of neutrals gives every clickable element unmistakable visibility.

**Key Characteristics:**
- SF Pro Display/Text with optical sizing — letterforms adapt automatically to size context
- Binary light/dark section rhythm: black (`#000000`) alternating with light gray (`#f5f5f7`)
- Single accent color: Apple Blue (`#0071e3`) reserved exclusively for interactive elements
- Product-as-hero photography on solid color fields — no gradients, no textures, no distractions
- Extremely tight headline line-heights (1.07-1.14) creating compressed, billboard-like impact
- Full-width section layout with centered content — the viewport IS the canvas
- Pill-shaped CTAs (980px radius) creating soft, approachable action buttons
- Generous whitespace between sections allowing each product moment to breathe
