Designed by Apple

Apple opened the 2013 WWDC with something different. A simple video proclaiming their mission statement through a beautiful interconnecting animation. The video introduced us to a more prominent ‘designed by Apple in California’, which flows through everything they make, even influencing the new ‘Mavericks’ title for the latest version of OSX.

Here’s the full text:

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.