[carlmr]

>When parallax scrolling was cool and different, I designed an architecture site for a local architect using the effect.

A friend of mine designed such a site with his web design company. I instantly thought, amazing but horrendous.

On that note, why is Apple still successful with this? Everything is moving on their website.

[lancesells]

They use their product landing pages as a commercial but you can see they make that top nav easy to get to buying it or tech specs.

Personally, I dislike scrolljacking but the other animated elements that come up in the viewport are pretty well-done. It's all ultra-sanitized and corporate but there's a lot of effort and finesse put into it.

Phone comparison landing pages:

https://www.apple.com/iphone-15-pro/

https://www.samsung.com/us/smartphones/galaxy-z-flip6/

https://store.google.com/category/phones?pli=1&hl=en-US

[pimlottc]

The iPhone 15 Pro page is a good example, as soon as you click “Buy” or any other link on the top nav, the pages become much more conventional while still retaining a consistent and functional style. The dynamic scroll hacking stuff is only on the main marketing pages.

[krisoft]

> On that note, why is Apple still successful with this?

It is very possible that they are successfull despite their web design choices.

[DrScientist]

> On that note, why is Apple still successful with this? Everything is moving on their website.

Everything apart from the navigation bar at the top - which is well organised and static ( over-time ).

ie in terms of the functional 'find-stuff' part of the site - it's all there in the top few pixels(1), and the sub menus. The rest is entertainment.

(1) There is also a footer at the bottom of the scroll - with a whole host of simple links - if you get that far and haven't found what you are looking for.

[ben_w]

> On that note, why is Apple still successful with this? Everything is moving on their website.

IMO that's Apple being a high-fashion trend-setter rather than good UI/UX design.

The current choices of videos they auto-play actually give me motion sickness, which I don't normally get from video content.

[whywhywhywhy]

> On that note, why is Apple still successful with this? Everything is moving on their website.

Think of it more like a scroll controlled trailer and that the metric they might be working on it the longer a customer spends on the site the more likely they are to convert.

Reason I think it's this is their sites are mega long and information packed with everything moving these days.

[melagonster]

I don't know anyone bought iPhone from their website, so this is not so important.