At Subtraction, Khoi Vinh writes about the impressive original art work Apple has been commissioning for App Store editorials since the redesign the App Store received in iOS 11:
If you check the App Store front page a few times a week, you’ll see a quietly remarkable display of unique art alongside unique stories about apps, games and “content” (movies, TV shows, comics, etc.). To be clear: this isn’t work lifted from the marketing materials created by app publishers. It’s drawings, paintings, photographs, collages and/or animations that have been created expressly for the App Store.
We don’t see this particular flavor of artistic ambition from many companies today, especially tech companies. The predominant mode of product design almost exclusively favors templates and automation, what can be done without human intervention.
Khoi really emphasizes how uncommon something like this is in Silicon Valley and the tech industry in general:
I can’t emphasize enough how truly unusual it is for a tech company to invest in editorial design at this scale.
I’ve noticed this artwork and have been continually impressed by it. I haven’t given it much thought beyond that, but I have, on multiple occasions, taken notice of — and been impressed by — these illustrations. The redesigned App Store was a welcome and necessary change. I long wanted Games and Apps to be separate categories, and the editorial pieces and accompanying art work bring a special feel to browsing the App Store: something that experience previously lacked.