So, I was just reading Rani Molla’s post on GigaOM called What’s all the fuss about Apple and Helvetica Neue? and I felt compelled (as I so often do, about so many things) to comment on the issue here.

Contrary to how the GigaOM article seems to frame it, the controversy — the, if you will, fontroversy (I regret it already) — when Apple demoed iOS 7 at WWDC last month was not that they were switching to Helvetica Neue as the iOS 7 system font. It’s that they were switching to Helvetica Neue Ultra Light, a particularly delicate weight of the general Helvetica Neue font family. (I’ve read some things that suggest they’re reversing course on that decision based on developer feedback, but the GigaOM post doesn’t even touch that.)

The fact is, Helvetica Neue has been the iOS system font ever since the introduction of the iPhone 4. When the iPhone was first introduced, it used plain old Helvetica as the system font. But with the introduction of the Retina Display, Apple switched to the slightly more refined Helvetica Neue.

So the concern with iOS 7 is not Helvetica Neue itself — that’s been working out just fine. It’s this extra thin weight of the font, which becomes difficult to read at smaller sizes.

Personally I like Helvetica Neue Ultra Light. I think it continues the trend towards refinement Apple began with the switch to Helvetica Neue itself, and is demonstrated effectively in Cabel Sasser’s animated GIF featured in the GigaOM article. The version using Helvetica Neue Regular feels heavier and clunkier to me. That said, I do understand and appreciate the legibility concerns with Ultra Light at very small sizes.

I’m not sure how this will work itself out. I doubt Apple will switch to a different typeface, though they may increase the weight of the font in the final version of iOS 7. But part of the reason Apple went with Helvetica in the first place is that it’s neutral (at least in principle). It gets out of the way and isn’t distracting. It doesn’t convey any particular personality. It’s a “blank canvas” of a font, which makes it a perfect fit for iOS devices, where the device itself disappears and becomes the app you’re using. Developers don’t have to use the system font in their apps, but a lot of them do, and by keeping the system font as neutral as possible, Apple avoids predisposing apps to a certain personality or style.

This is exactly the opposite of the opinions expressed in the closing of the GigaOM article, and is I think the opposite of Apple’s intentions with the iOS experience. Using a custom font that “reinforces a more distinctive brand voice” would be the equivalent of sticking a big Apple logo on the front of the iPhone. Apple’s branding goes on the back (where it can be an effective marketing tool). It’s never a part of the user experience.