Company
Apple
Apple is Safari, the App Store, and a set of expectations about polish. We build the web to hold up there, and we ship native only when the brief needs it.
What it is
Apple is the company behind the iPhone, iPad, Mac, Watch, Vision, and the App Store those devices read from. It also makes iOS, macOS, Safari, iCloud, Apple Pay, and the silicon in the machines. For a product team Apple is a distribution channel, a design bar, and a set of rules you do not negotiate in a blog post.
People who buy Apple hardware expect the interface to feel native, the payments to work with the wallet they already have, and the app to survive review. The brand is the fruit. The constraint is the store, the Human Interface habits, and Safari.
What it does
Companies ship iOS apps, Mac apps, Apple Pay, Sign in with Apple, and sometimes a Watch complication. Marketing sites still have to look correct in Safari. If the audience is on iPhone first, Apple is in the brief whether you like the company or not.
We go native when the browser cannot do the job. We keep Sign in with Apple next to Google when the audience is on iPhone. We do not build a second product that only exists because the store listing wanted a badge.
Why we use it
The devices a lot of your customers will hold.
Responsive interfaces first. Then Safari checks on the journeys that make money. When the product must live on iPhone as software, we plan the store, the accounts, and the same design system as the site. Tokens come from the same Figma file. The repository is yours, including the Xcode project.
Polish is a requirement. A second brand on iOS is a defect.
Built on it
Apple itself
iPhone, Mac, App Store, iCloud, and Apple Pay are Apple's own products.
Uber
The rider app is a flagship iOS product on the App Store.
Meta's iOS app is how a large share of the audience actually posts.
Stripe
Apple Pay on the web and in-app is a default checkout for iPhone users.
Banking apps
HSBC, Chase, and Monzo treat iOS as a primary storefront, not a port.
Tell us what needs to ship.
You use a working prototype before the production build goes ahead.