Watch Apple’s Inspiring Statement on their Design Philosophy

DesignedbyAppleIntention
Apple surprised some of its fans with announcements about the new flat design aesthetic that will be prevalent in their much anticipated iOS 7 release for the iPhone. Attendees at this year’s world-wide developer’s conference got a first look at the new approach, beginning with this somewhat poetic introductory video explaining the way Apple views design. The video mimics Apple less is more appeal using graphic images to deliver their message, transcribed below. Cleverly, Apple seems to shifting to using its now widely recognized signature “Designed by Apple in California” as its new tagline.

“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.”

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Category: Misc