Apple brand system audit
Apple runs a pill geometry on a neutral white canvas, set in SF Pro Display. 7 of 9 contrast pairings pass WCAG 2.1 AA and the homepage scores 81/100 for technical SEO.
3 dimensions
- Brand consistency
- 100
- WCAG 2.1 contrast
- 78
- SEO readiness
- 81
01Brand palette
consistency 100/10002Typography
Body copy set in the brand’s text face, at reading size and comfortable measure.
- Headings
- SF Pro Display
- previewed with Inter
- Body
- SF Pro Text
- previewed with Inter
- Mono / data
- SF Mono
- previewed with JetBrains Mono
03UI vibe & geometry
- Radius style
- Pill · 16 px+
- Controls
- pill (9999px)
- Cards
- 18px
- Surface
- Neutral white · #F5F5F7 / #FFFFFF / #D2D2D7
04WCAG 2.1 contrast
7/9 AA · 4/9 AAA| Pairing | Colors | Ratio | AA | AAA |
|---|---|---|---|---|
| AaBody text on surface | #1D1D1F / #F5F5F7 | 15.46:1 | Pass | Pass |
| AaSecondary text on surface | #6E6E73 / #F5F5F7 | 4.66:1 | Pass | Fail |
| AaPrimary as link/text on surface | #0071E3 / #F5F5F7 | 4.31:1 | Large only | Fail |
| AaButton label on primary | #FFFFFF / #0071E3 | 4.70:1 | Pass | Fail |
| AaAccent on surface | #2997FF / #F5F5F7 | 2.77:1 | Fail | Fail |
| AaWhite on secondary | #FFFFFF / #1D1D1F | 16.83:1 | Pass | Pass |
| AaBody text on white | #1D1D1F / #FFFFFF | 16.83:1 | Pass | Pass |
| AaDark mode: text on canvas | #F5F5F7 / #0A0E14 | 17.76:1 | Pass | Pass |
| AaDark mode: primary on canvas | #0078F0 / #0A0E14 | 4.55:1 | Pass | Fail |
05SEO readiness
10 of 14 checks pass- warnTitle tag5 chars: “Apple”
- failMeta descriptionMissing meta description
- passSingle H1 heading1 H1 element(s)
- passCanonical URLhttps://www.apple.com/
- passHTML lang attributelang="en-US"
- passMobile viewportwidth=device-width, initial-scale=1, viewport-fit=cover
- passOpen Graph tags3/3 of og:title, og:description, og:image
- warnTwitter / X cardNo twitter:card
- passStructured data (JSON-LD)Organization, WebSite, WebPage
- passHTTPSServed over HTTPS
- passIndexable (robots meta)No robots restrictions
- passXML sitemap47 URLs · https://www.apple.com/shop/sitemap.xml
- warnFavicon / touch iconNo icon link tags
- passImage alt text100% of 49 images
apple.com brand audit FAQ
What are Apple's brand colors?
Apple uses #0071E3 as its primary color, #1D1D1F as secondary and #2997FF as accent, on a #F5F5F7 surface with #1D1D1F text (snapshot from 10 Nov 2026).
Which fonts does apple.com use?
Headings are set in SF Pro Display (free stand-in: Inter) and body text in SF Pro Text (free stand-in: Inter). Proprietary faces are paired with the closest free Google Fonts family for documents and previews.
Does apple.com pass WCAG contrast checks?
7 of 9 key color pairings pass WCAG 2.1 AA and 4 pass AAA. The full PDF report suggests a passing replacement color for every pairing that fails.
What is apple.com's technical SEO score?
The homepage scores 81/100 across 14 technical SEO checks, with 10 passing: title, meta description, H1, canonical, Open Graph, structured data, sitemap, HTTPS and image alt text among them.
How was this Apple audit made?
SuiteAnvil StyleExtract read the public homepage of apple.com, its CSS, logo, metadata and sitemap. Run the same audit on any URL for free and export the PDF report or Tailwind v4 tokens.
Take this audit further.
The full report adds prioritized findings, the tonal scale, dark-mode tokens and a developer appendix with Tailwind v4, CSS variables, .cursorrules and DESIGN.md.
Embed on your site (free)Link the Apple press kit or show the live brand score badge.
A plain text link to the hosted press & brand kit, e.g. in your site footer or press page.
<a href="https://suiteanvil.com/kit/apple.com">Press & Brand Kit</a>
The badge links to the audit and updates after each rescan. Score: mean of brand consistency and the share of WCAG 2.1 AA color pairings.
<a href="https://suiteanvil.com/audit/apple.com"><img src="https://suiteanvil.com/api/badge/apple.com.svg" alt="Brand and WCAG score for apple.com by SuiteAnvil" height="20"></a>[](https://suiteanvil.com/audit/apple.com)Snapshot of apple.com’s public website from 10 Nov 2026, produced by SuiteAnvil StyleExtract. Values change as the site evolves. Apple and its marks belong to their owner; SuiteAnvil is not affiliated with or endorsed by Apple.
SuiteAnvil extracts publicly visible design tokens, logos, and font references for workflow automation. You are responsible for ensuring you hold valid commercial rights or client authorization for any proprietary fonts, trademarks, and brand assets before commercial publication. Licensing notice