It's not quite right that UI is the best brand. Iconic design is. What happened with the iPod is the same as happened with the (original) Porsche 911.
A web site, of course, is all graphic design. So if a web site wants to follow suit, it has to do it with graphic design. But it's stretching the definition of UI to call all graphic design UI design.
A web site, of course, is all graphic design. So if a web site wants to follow suit, it has to do it with graphic design. But it's stretching the definition of UI to call all graphic design UI design.