Have you ever looked at the product images of the iPod touch or the iPad on Apple’s website and wondered how the company was able to produce such a perfect photo? It almost looks like it was rendered in a computer program. But it wasn’t.

What you see (most of the time) is actually a real photograph — one that Apple spent more time producing than you could imagine. Yes, the company’s infamous attention to detail extends to its product photos as well…

Dwight Eschliman experienced Apple’s demand for perfection first hand. The photographer shares some interesting tidbits on his personal blog about his visit to Apple’s Photo Studio to take pictures of the iPod touch.

“The most challenging aspect of shooting store panels for Apple is the balance between the size of the file and the depth of field. Often the products small enough that our depth of field is very narrow. In order for the product to appear entirely in focus, we have to shoot a number of focus zones, which are stitched together in post. “

Eschliman goes on to say that a single iPod touch image took 54 frames just to make the device appear completely in focus. That’s crazy considering that most companies just snap single catalog-style photos of their products and call it a day.

But that’s Apple for you. Remember, this is the same company that tests hundreds of boxes and other packaging materials to find the right combination for each of its products. This is just one of the many things that sets Apple apart from its competition.


  • Anonymous

    nice bit of info there .. now if only their attention to detail extended to their user interface – namely where you have notifications rotate at the top of your device’s display. i’ll explain: presuming you’re using the default safari theme, fire it up, open your bookmarks. you should see a line dividing straight through the middle of the word ‘Bookmarks’, the top half being a slightly paler shade of blue to the bottom – this is the area that rotates when you get a notification 🙂

    it’s only a slight annoyance (for me) but bearing in mind someone last year showed that the app text wasn’t perfectly centralised beneath the app logo’s icon on the springboard just proves Apple don’t always get it perfect 😀

    • You Sir, are neurotic.

      • Anonymous

        i totally agree .. but the same was said about the guy who indicated the icon text centralisation imperfection – and that was only out by a pixel or two 😛

    • Daniel Nadeau

      That has always been there, it has nothing to do with notifications. Its to make the bar appear rounded.

      • Anonymous

        so if it has nothing to do with notifications why wasn’t this there with iOS4? and, ok if it is due to rounded edges, i don’t expect those rounded edges to be present when i have no notification 🙂

      • Anonymous

        This has nothing at all to do with notification. It’s just the shading on the bar. Go to your locked screen, you have the same shading going through the time. It’s in Mail, it’s in Messages. It’s everywhere. It may be an annoyance for you and you may not like it but I assure you it’s intended design. If anything adds to the attention to detail, not take away from it.

      • Anonymous

        @pegger1 it is not “everywhere” as you so put it. It’s not in notes, reminders, or over-layed onto the camera controls or the on-screen keyboard. Not at the bottom of messages, even during typing, it’s not even implemented into Coverflow. If you insist it’s a design of intention then I agree, it should be everywhere – but it isn’t.

    • Well hell! Now I’m gonna see that all the time. It’s te same on the bottom. Almost wondering if it’s intended to give a false sense of transparency as it almost looks like a separator line from the list at quick glance.

      • Anonymous

        argghh, i hadn’t seen the one at the bottom!!! thank you .. i guess 🙂

    • I’m not real happy with you for pointing this out Appletiser… Now I can’t stop seeing it… It’s not just in the Safari bookmarks… ARGH!

    • It has nothing to do with the notification thing, it’s always been there. if you look at an iPad you’ll see it has the same thing, and it’s nowhere near the notification area, it’s a classic Apple Glass Effect design they use a similar effect on many parts of their interfaces, and images. sorry to burst your bubble but you’re nitpicking where there are no nits.

  • i’m not sure bout the new mountain lion photo for the next mac os is official or not … but man … the mountain lion got a boring face http://www.idownloadblog.com/2012/02/16/os-x-mountain-lion-borrows-heavily-from-ios/

  • Anonymous

    Dang! That IS attention to detail…. The Samsung ‘borrows” it….