Apple’s new video, “Designed By Apple – Intention” features simple phrases paired with elegant visuals that describe the thoughts and emotions that go into creating each Apple product.
is busy making everything
how can anyone perfect anything?
we start to confuse convenience with joy
abundance with choice.
designing something requires focus
the first thing we ask is
what do we want people to feel?
delight, surprise, love, connection
then we begin to craft around our intention
it takes time…
there are a thousand no’s for every yes.
we start over
until everything we touch enhances each life it touches
only then do we sign our work
Designed by Apple in California
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