Apple is starting to use another font, a grotesk (that's sans-serif for you frenglish typographers) for its homepage items. It started with the eMac, now it is used for the "switch" campaign. I don't like it, it's not at all as distinctive as the slim antikva (serif) company font. I mean, Microsoft uses a bold grotesk.
Apple's homepage is one of very few Web pages that actually stands out as different. Apple practices the art of priority with excellence. They dare to select one item as important, and four as less important. That's it. The site is immense, but they play it down. The art of communication is priority. Compare with the QuickTime subsite, which fails to adhere to the principle and thus is far less effective. Or compare to Microsoft....
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