Apple’s unrivalled commitment to excellence is fading – a designer explains why

Apple has long differentiated itself through an unusually disciplined commitment to design excellence: interfaces that feel calm, legible, and predictable, where visual polish serves usability rather than competing with it. The company’s new “Liquid Glass” visual language—introduced as a sweeping redesign intended to bring “joy and delight” across Apple’s platforms—signals a shift in priorities, placing spectacle and “expressive” effects at the centre of the experience. Yet early evidence suggests Liquid Glass frequently undermines core usability principles: translucency that reduces contrast, animated controls that distract, crowded or shifting navigation patterns, and declining discoverability as familiar conventions are replaced or obscured. Apple’s subsequent adjustments to reduce transparency in developer betas indicate these issues are not edge cases but systemic. This article argues that the controversy surrounding Liquid Glass is less about taste than about quality control and leadership standards. When excellence fades, the product stops “getting out of the way” and starts demanding attention. Re-centring on clarity, accessibility, and stable interaction patterns is essential if Apple wants to restore its reputation for user experience leadership