Apple's "Liquid Glass" Design Sparks Controversy and Usability Concerns
Apple introduced "Liquid Glass" in June 2025, a groundbreaking visual design style intended for application across its entire product lineup, from iPhone to Apple Watch and Apple TV. Named after an innovative new screen type designed to appear as translucent liquid, this initiative followed Apple's historical commitment to distinctive design and user experience, a philosophy deeply influenced by co-founder Steve Jobs.
Customer and Expert Feedback on OS 26
Upon its official release in September 2025, the design of Apple's new operating system, OS 26, met with significant customer criticism. Users reported a range of issues, including slow animations, distracting color shifts, excessive interactions, and icons described as cartoonish or blurry. Further complaints cited poor contrast, inconsistent highlighting, and battery-intensive visual effects.
A review by the UX consultancy NN/g stated that while the system appeared fluid, its shimmering surfaces and animated controls became obstacles to usability.
Wired magazine described the new system as "awful," emphasizing that users did not desire annoyance in exchange for data and dollars. OS 26 notably altered many established user interactions, contributing to the widespread dissatisfaction.
Internal Changes and Persistent Usability Issues
The challenging year for Apple concluded with the departure of Alan Dye, its vice-president of human interface design, who moved to Meta in December 2025. This departure was widely speculated to be partly a consequence of Liquid Glass's reception. Despite the controversy, Tim Cook, Apple's CEO, reaffirmed the company's commitment to design.
A central criticism of Liquid Glass and OS 26 revolved around the transparency feature, which made content difficult for many users to read. During pre-launch beta testing, Apple had already adjusted the design to reduce transparency effects on notification backgrounds. An update released two months after the September 2025 launch allowed users to disable Liquid Glass's transparency, improving legibility, albeit making the user experience "more sterile."
Design Philosophy Under Scrutiny
Not all feedback was negative; aspects such as the "glass bubble" magnifying effect during text selection received positive mentions. However, the author referenced German designer Dieter Rams' principle, "Good design is as little design as possible," a philosophy that had influenced Jony Ive's original iPhone aesthetic.
The "clear" homescreen setting, a flagship visual of Liquid Glass, was specifically highlighted for making app icons indistinguishable and difficult to read. Questions were also raised regarding the removal of core color signals that had historically supported Apple's usability.
The design and user experience issues with Liquid Glass, coupled with the lukewarm reception of Apple's AI chatbot system, Apple Intelligence (introduced in 2024 and compared unfavorably to rivals), may signal broader cultural challenges within Apple. These developments coincide with significant leadership changes, including Dye's departure and the retirement of John Giannandrea, who oversaw Apple Intelligence. A UK survey further indicated that 69% of consumers desire more affordable smart products, a market segment increasingly catered to by distinctive Chinese brands.
Future Outlook and Brand Imperative
It is anticipated that Apple will address Liquid Glass's flaws in the OS 27 release, scheduled for March 2026. The necessity for these adjustments suggests Apple's fallibility and the potential for user experience issues to impact its luxury brand status. The company's core philosophy of perfectionism is considered non-negotiable, requiring a bolder vision for future user interaction rather than merely new aesthetics to maintain its standing.