I was included in the number of Apple fans who watched the Keynote presentation yesterday which debuted OS X Mavericks, updated Macbook Air and Mac Pro and the revamped iOS 7. Another thing that I wanted to highlight in the event was the introduction. It's very subtle with minimalist animation and a piano playing in the background but the message is very clear of Apple's principles. Here's the complete text of what was shown in that introduction.
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 every thing we touch enhances each life it touches
only then do we sign our work
Designed by Apple in California
I totally love the message and it touches the very core of Apple's principles -- focus, simplicity, perfection and thinking different. These are the very reasons why I love Apple and the devices they make.
Here's the video from Apple's YouTube channel.
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