By using JavaScript this can achievable. Based on scroll of window opacity value need to change. As per apple URL initially its 0.35 opacity when its scrolling its change to 1.
use this URL for reference
ScrollMe - For simple scrolling effects[
^]
try something like below
var divs = $('.social, .title'),
limit = 35;
$(window).on('scroll', function() {
var st = $(this).scrollTop();
if (st <= limit) {
divs.css({ 'opacity' : (1 - st/limit) });
}
});
when scrolltop reaches 35px then opacity of divs is 1 - 35/35 = 0