Apple's palette is mostly black, white, and gray, which lets product photography do the talking. Blue only shows up in buttons and links, where it earns its place as the sole accent in an otherwise neutral system.
Apple's restraint with color is itself a design statement. The near-black #1D1D1F appears throughout apple.com headings and product copy, conveying sophistication without being as harsh as pure black. Mid-gray #86868B handles body text and secondary UI elements. Pure white and black backgrounds create the high-contrast premium look. The one accent — blue #0071E3 — is used surgically for Buy buttons and links, making it feel deliberate every time it appears.
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