How can something so small, be such a big discussion point? A font does everything from representing the brand, to increasing legibility. This is the first time since the iPhone original launch that we have seen Apple use two different fonts for its devices. Named, simply, ‘San Francisco’: The new font is sleeker, clear, easy to read and is displayed across all of the devices in a subtle manner. It is specifically designed to be easier to read on smaller devices – i.e, the Apple watch.