in Design

Intention: Designed By Apple

I’ve always loved how Apple puts so much effort into designing their products, and this video, Intention, clearly demonstrates their design philosophy and what goes on behind the scenes. There are so many people who love Apple, yet there are even more who hate them and criticize them for everything they do, every product they come up with and every move they make.

But if you were to strip all that noise away for a brief moment, forget about whether you’re an Apple geek or Apple hater, and spend the next minute and a half watching this video, you just might never look at the things the same way again.

“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.”

Forget everything Apple about the video you’ve just watched. Even then, it should form the basis of how we build and design our world, our lives and the things around us.