There’s something to be said about ballsy marketing from a position of power. A giant, full homepage advert, for an announcement.  This provides zero benefit to those who visit the site, but sure as hell builds up an expectation for tomorrow that Apple has to deliver against. The impressive part is that the minimalism of the page isn’t sacrificed around the ad. Stays true to the visual philosophy, even when it reduces utility.  I’m not sure if that’s a good or bad thing.  But it’s a very Apple thing.

There’s something to be said about ballsy marketing from a position of power.

A giant, full homepage advert, for an announcement.  This provides zero benefit to those who visit the site, but sure as hell builds up an expectation for tomorrow that Apple has to deliver against.

The impressive part is that the minimalism of the page isn’t sacrificed around the ad. Stays true to the visual philosophy, even when it reduces utility.  I’m not sure if that’s a good or bad thing.  But it’s a very Apple thing.

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