Graphic designers know that even the smallest detail matters, even if overlooked by most. Take, for example, the arrow in the FedEx logo that drives the subliminal message of motion. The designers\u2019 partners in crime \u2013 marketing wordsmiths called copywriters \u2013 also wring their hands over every word and beat.\n\tAmong tech companies, Apple has been the best about design. The late Steve Jobs made every decision inside Apple Stores, including the look of the glass staircase. He demanded Apple use for its tagline the grammatically incorrect phrase, \u201cThink Different\u201d (as opposed to \u201cThink Differently\u201d).\n\tSo it\u2019s no surprise that Apple\u2019s invitations to its events are exactly the way Apple wants them to be, too. Everything in them is there for a reason. Through design and words, they are often chock full of hints into the coming event. The devil, as graphic designers are wanton to say, is in the details.\n\tI spoke with Steve Yamaguma, president and creative director of Design2Market, a long-time Silicon Valley design firm serving tech companies, for his insights into three Apple invitations, with emphasis on the latest one for the March 7 event, which is expected to be the unveiling of the next iPad.\n\t\u201cApple has always been known for its innovative, striking and clever invitations that help the \u2018buzz\u2019 factor for the launch of their new products,\u201d he says. (Check out Yamaguma\u2019s take on Apple\u2019s planned \u201cspaceship\u201d campus.)\n\tThis week, Apple sent out this invitation to a March 7 event in San Francisco. Given Apple\u2019s product-release timeline, the event is largely considered to be about the next iPad \u2013 will it be called the iPad 3 or iPad 2 HD?\n\tFor starters, some observers have pointed out that the iPad in the image lacks a home button. Will the new iPad not have a home button? Others say it is because the iPad is in landscape mode. Either way, the fact that the home button isn\u2019t shown highlights the point that the iPad is about touch and echoes Jobs\u2019 disdain for physical buttons.\n\tI found it interesting that one of the app icons in the background is Apple\u2019s Keynote ($10), part of the iWorks suite that goes head-to-head with Microsoft Office and Powerpoint. Apple might be making a counterpoint given all the discussion recently about getting Microsoft Office on the iPad.\n\tYamaguma thinks the invitation\u2019s words really speak to the form factor of the next iPad. The first sentence about \u201csomething you really have to see\u201d probably alludes to a higher resolution, possibly a Retina display. The latter words about touch may mean there will be new features aimed at interactivity on the iPad.\n\tThe overall feeling of the invitation\u2019s design is about function, as opposed to the colorful invitation to the event that launched the first iPad. \u201cSince there are a lot of new competitors in the marketplace, the \u2018splashy wow\u2019 factor is displaced by what [the iPad] can do for you,\u201d Yamaguma says.\n\tYou don\u2019t need to have special attention to detail to understand what Apple was thinking on this invitation. It\u2019s the invitation for the January 27, 2010 event that introduced the iPad to the world. The colors were a direct assault on the black-and-white Amazon Kindle, which predated the iPad by two years.\n\t\u201cSplashy colors surrounding the Apple logo gave a sense of something new, exciting, come-and-see,\u201d Yamaguma says, \u201cvery appropriate for the new iPad.\u201d\n\tThis invitation was for the October 4, 2011, event that unveiled the iPhone 4S. The design plays up the usefulness of apps that provide essential information: date, time and location. The phone icon with the \u201cnumber one\u201d message in the corner drives home the point that this event is going to be all about the iPhone.\n\tOn a side note, I wonder if Apple planned the event on the 4th of the month for a reason. At the time, industry watchers were anticipating the next iPhone to be called iPhone 5. Was Apple trying to pass along the message that it would still be an \u201ciPhone 4\u201d with the date?\n\tThe copy, though, is the real clue: \u201cLet\u2019s talk iPhone.\u201d In hindsight, we now know that the words were about Siri, the new voice-recognition feature baked into the iPhone 4S and tapping into Apple\u2019s massive data centers.\n\tAs it happened, Siri was in the invitation all along.