New Apple video describes what goes into creating each Apple product (with video)

13 years ago

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.

if everyone
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 simplify
we perfect
we start over
until everything we touch enhances each life it touches

only then do we sign our work
Designed by Apple in California