At its Worldwide Developer Conference on Monday, Apple revealed a host of new products, including completely redesigned versions of iOS and Mac Pro computers.
iOS7
The new Mac Pro
But in addition to the new hardware and software, Apple also released a design manifesto in two videos shown around the keynote address. “Designed by Apple – Intention” and “Our Signature”
Anyone interested in what makes great design, not just Apple fanboys and fangirls, will find these videos are worth checking out. Here’s the transcript from “Intention.” It reads like poetry, and it shows that the spirit of Steve Jobs is still alive and well in halls of Cupertino.
if everyone
is busy making everything
how can anyone perfect anything?
we start to confuse convnenience
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
This article was last modified on January 6, 2023
This article was first published on June 12, 2013
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