Human memory is often tuned towards gist based schematic information where details are quickly forgotten.
In the case of the Apple experiment researchers say the students’ forgetfulness’ may be down to ‘a form of attentional saturation’. The Apple logo is so simple in it’s design that it means people stop noticing the details because their brain tells them they don’t need to. ‘Under intentional learning conditions’, the study says, ‘people could memorise and reproduce the logo’, but without the need to do so, we just acknowledge its existence and move on. Our brains use this technique to avoid storing the unnecessary information.