“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.”
— Apple Computer
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