White Space and Apple - S.

When reading Alex White's chapter on Space the first thing which popped into my head when thinking about white space was Apple.

Regardless if it is the infamously clean white, the sleek black or one of the many vibrant colours...we still know that this use of white space can usually be linked to Apple.
So what kind of message does this white space send to consumers?
As White indicates: Space is created when a figure is place into it. (17)

I think that by placing the product or representation of the product (the young Mac guy) into the foreground, the white space is used to create this blank and infinite background into what appears to be "nothingness" beyond the product, which could be telling the viewers that there is nothing else important for you to look at except what is right in front of you. Everything other product is obsolete and does not compare to the amazing Apple product being placed in front of you.

However, the white space could also be seen as endless possibilities. Because we are unable to see any depth from the white space, it creates an appearance of the product just floating in this endless possibilities of what Apple will come up with next.