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No article about Apple's font choices would be complete without mentioning one of the most controversial moments in recent memory. At the October 2018 keynote announcing new MacBook Airs and iPad Pros, Apple used a peculiar, handwriting-style script font.
: It is a "neo-grotesque" sans-serif featuring large x-heights and open apertures, making it highly readable even at a distance in large theaters.
Before Apple had a custom font for everything, they relied on a few carefully chosen third-party fonts that defined the look of their presentations for years. Here’s a quick look back. what font does apple use in their keynote presentations
Using their own typeface represents the pinnacle of Apple's "total control" philosophy over its brand identity. It is a unique, proprietary font that no other company can use, instantly setting Apple's visual communication apart.
With the introduction of the Apple Watch, Apple needed a font that was highly legible at small sizes on a tiny screen. San Francisco was born. It was soon adopted system-wide and in marketing, culminating in a complete switch for "iPhone" branding and other marketing materials starting with the iPhone 7. Does Apple Use the Same Font Everywhere? No article about Apple's font choices would be
While San Francisco is the primary typeface, Apple's keynotes are rich with other typographic details.
While San Francisco dominates, Apple occasionally uses a second custom font for emotional moments: . Introduced in 2019, New York is a serif typeface designed to pair with San Francisco. In keynotes, you might see New York used for quotes from Steve Jobs, for invitations, or for narrative transitions. The serifs provide a humanist, traditional counterpoint to the cold precision of San Francisco. Before Apple had a custom font for everything,
If you are trying to replicate an Apple Keynote for your own business or project, you can actually download Apple’s system fonts for free.
