It’s called IBM version 5.

“In a way, what Apple does today with design is what IBM was doing in ‘50s (…) It was about simplification and cohesiveness across all platforms of the brand—products, ads, stores. These are all ideas in the modern vein that came about with Rand’s work with IBM. It set a precedent.”

(Carey Dunne a.k.a. @careydunne ~ FastCo Design) ★