Great design is far more than just making things look pretty. User interface (UI) and user experience (UX) design play a crucial role in ensuring products are intuitive, efficient, and enjoyable to use. Companies that prioritize exceptional UI/UX see higher customer satisfaction, better brand loyalty, and can even demand premium pricing.

Apple is a prime example of a brand that has built an empire on thoughtful design. From the clean, minimalist aesthetic of their hardware to the seamless integration of their operating systems, Apple's design philosophy revolves around simplicity and ease-of-use. This provides Apple users with a frictionless experience that keeps them coming back.

Google's material design language and design systems are other models of smart UI/UX at work. By establishing clear principles and components, Google enables consistent, engaging experiences across all their apps and services. This design coherency makes Google products highly learnable and recognizable to users.

To elevate your own designs, focus on hierarchy, layout, typography, and proper use of UI elements like menus and icons. Conduct user research and testing to isolate pain points and iteration opportunities. Designing for accessibility and considering diverse user needs is also paramount. With diligent UI/UX practices, you can craft digital experiences that provide real value and delight.