Apple TV+
As part of my time at Elephant, I partnered with Apple launching Apple’s first TV+ press site. While much of the work remains confidential, I've highlighted some of the design decisions I've made.
The Constraint
The challenge was creatively leveraging Apple’s internal design system to build elevated, on-brand experiences without creating a single new component. Working within strict design constraints—limited color palettes, precise use of negative space, and minimalist layouts.
Because we had to use pre-existing components, every decision had to come from what already existed. Component reuse over creation. That forced us to reuse components in ways they weren’t originally intended for. Some components from the weather, FAQ pages, Newsroom, without compromising the final user experience.
TV+ Press
The TV+ press site needed to feel premium, credible, and instantly scannable — built entirely from components that already existed. The work was knowing which ones to reach for and how far they could bend.
Adapting Newsroom for Streaming
The Apple Newsroom layout was the closest starting point — but built for text-heavy editorial, not streaming title cards. Three specific adaptations made it work for TV+.
Show Pages
Prescribed Sections. No Infinite Scroll.
TV+ is a 10-foot experience at its core.
The press pages needed the same logic: scannable sections, not scroll depth. Everything non-essential lives in subpages. Priority ordering maps directly to what a journalist needs.
Hero, title, metadata first as the essential key information.
Episodes and images next.
Related news lower — longer section, still important.
Press contacts at the bottom — low frequency.
Nine months inside Apple's ecosystem taught me
Content presentation at a premium level. Scannable sections, not scroll depth. Surface first, depth behind. Hero to row to subpage.
Constraints don't limit good design — they make decisions faster and outcomes more durable. Using an existing system meant every choice had a precedent, and every component was already tested at scale across 40+ countries.