# Popupandemia
On the tiny cumbersome windows the Internet  has adopted and exaggerated, to the detriment of content.
Some time ago, barely fifteen years, there were a race to approach Apple quality when it came to everything design, and I do not mean how things looked, but rather how they worked. The Palo Alto company has long been the gold standard for the excellence in the blend of function and form, and what better to show your design philosophy than your website? [Apple.com](http://Apple.com) represented everything they were to do on a company website: a subtle vertu signaling, carefully picked colour schemes, fonts, appropriate animations, not overly vivified not boringly static. This gold standard stands to this day even if the company lost its lustre of being an innovation beacon.

Most importantly, what [apple.com](http://apple.com) has retained is a subtle choice, thoroughly implemented throughout the years with no exception: I have no recollection being presented a popup on the Apple website.

Why does it matter?

## Where do popups come from?

Popups are the UX *exutoire*, a clever way to defer a user decision or show additional informations to a smaller iteration of the website that does not (totally) removes the context of the action. They are incredibly useful for a number of quick actions and for reasons of quick developments, context continuity and ease of use they are now widespread, not only on the internet, but in mobile apps too.

### Not a spontaneous generation

### Excuses from the creator

### A UX shortcut

## The RGPD disgrace

## The *enshitification* of the web

## Alternative notification systems