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The Conversation
The Conversation
Christopher J. Parker, Senior Lecturer in UX Design, School of Design and Creative Arts, Loughborough University

Apple’s unrivalled commitment to excellence is fading – a designer explains why

Apple Steve Jobs Alan Dye Dieter Rams Tim Cook Meta
Variations of the iPhone 'Liquid Glass' display. Apple

Apple introduced Liquid Glass in June 2025 in a self-declared attempt to bring “joy and delight to every user experience”. The visual design style – which is being applied to all Apple products from iPhone to watch to TV – is named for the company’s new type of screen designed to look like translucent liquid.

Standing out by design has been paramount for Apple ever since Steve Jobs co-founded the company half a century ago. He was quick to kill off every uninspired idea, declaring: “Deciding what not to do is as important as deciding what to do.”

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