Apple’s dramatically redesigned App Store got a decent amount of
attention when it debuted last year with iOS 11, but its unique
success as a hybrid of product design and editorial design has
gone little noticed since. That’s a shame, because it’s a huge
I myself paid it scant attention until one day this past winter
when I realized that the company was commissioning original
illustration to accompany its new format. If you check the App
Store front page a few times a week, you’ll see a quietly
remarkable display of unique art alongside unique stories about
apps, games and “content” (movies, TV shows, comics, etc.). To be
clear: this isn’t work lifted from the marketing materials
created by app publishers. It’s drawings, paintings, photographs,
collages and/or animations that have been created expressly for
the App Store.
We don’t see this particular flavor of artistic ambition from many
companies today, especially tech companies.
The new iOS 11 App Store really is run like an editorial-driven publication. They write articles and features, and as Vinh rightly celebrates here, commission great custom artwork. One of the things I’m most looking forward to next month at WWDC is seeing this sort of treatment on the Mac App Store, too.