2 weeks in: Designed by Apple in California.

This is it. This is what matters. The experience of a product. How it makes someone feel. When you start by imagining what it might be like, you step back. You think.

Who will this help? Will it make life better? Does this deserve to exist? If you are busy making everything, how can you perfect anything?

We don’t believe in coincidence or dumb luck. There are a thousand “no’s” for every “yes”. We spend a lot of time on a few great things. Until every idea we touch, enhances each life it touches.

We’re engineers and artists. Craftsmen and inventors. We sign our work. You may rarely look at it, but you’ll always feel it. This is our signature, and it means everything.

Designed by Apple in California

About two weeks ago, my first reaction to this was “Mission Statement.”, and I believe this holds true to date and into the future.

I think this is Apple’s new “Think Different” ad, but with a twist: First and foremost it speaks to the company’s employees on several levels, but it also speaks to the general public. It shows what Apple stands for.

It’s not intended to sell specific products, it’s intention is to ingrain into all of us what Apple is, or how Apple sees itself, if you’re a cynic.

I’m not a cynic.

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