Uploaded April 2021 | Updated September 2026, 28 minutes ago
So at first glance, I really didn’t see much that’s especially interesting about the new Apple iMac. In fact, I wasn’t even going to do an industrial design analysis of it because I didn’t think there was anything to talk about. It’s like, alright, great. Another nondescript thin rectangle. But I think I was missing the big picture. I think Apple’s industrial design team did this very intentionally, and I think it ties into one of the most famous design principles from Dieter Rams, “good design is as little design as possible”.
Now, we could talk about all of the painstakingly considered details of this design, but I think it would be missing the point. As a user, Apple doesn’t want you to focus on the device. They do this by using very simple, elemental shapes. There is absolutely nothing that stands out about this design if you look at the silhouette. It’s a rectangle. The fact that everyone is freaking out about this “chin” down here is actually proof of that. In what other product would people be freaking out about a flat, nondescript planar surface? I think people fixate on it because it’s pretty much the only thing to focus on besides the giant screen.
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Want to learn more about my work? Check out my portfolio: studioello.com
Want to work with me on a design project? Contact me here: studioello.com/about-1
John Mauriello has been working professionally as an industrial designer since 2010. He is an Adjunct Professor of industrial design at California College of the Arts.
So at first glance, I really didn’t see much that’s especially interesting about the new Apple iMac. In fact, I wasn’t even going to do an industrial design analysis of it because I didn’t think there was anything to talk about. It’s like, alright, great. Another nondescript thin rectangle. But I think I was missing the big picture. I think Apple’s industrial design team did this very intentionally, and I think it ties into one of the most famous design principles from Dieter Rams, “good design is as little design as possible”.
Now, we could talk about all of the painstakingly considered details of this design, but I think it would be missing the point. As a user, Apple doesn’t want you to focus on the device. They do this by using very simple, elemental shapes. There is absolutely nothing that stands out about this design if you look at the silhouette. It’s a rectangle. The fact that everyone is freaking out about this “chin” down here is actually proof of that. In what other product would people be freaking out about a flat, nondescript planar surface? I think people fixate on it because it’s pretty much the only thing to focus on besides the giant screen.
Enroll in my online industrial design course, Form Fundamentals: bit.ly/3EYVU3X Learn visual storytelling, design language, and form. Make a killer portfolio and land your dream job: bit.ly/335vsqO
Join my mailing list to get notified of special announcements: studioello.com/mail
Join my discord channel and talk to me: discord.gg/hFw55nh
Follow me on Instagram: instagram.com/mauriellodesign
Follow me on LinkedIn: linkedin.com/in/mauriellojohn
Check out my Behance: behance.net/mauriellodesign
Want to learn more about my work? Check out my portfolio: studioello.com
Want to work with me on a design project? Contact me here: studioello.com/about-1
John Mauriello has been working professionally as an industrial designer since 2010. He is an Adjunct Professor of industrial design at California College of the Arts.
