This is it. This is what matters. The experience of a product. How it makes someone feel. When you start by imagining What that 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.
WWDC 2013 keynote開頭前的演說，道盡了Apple設計理念。signature一詞也呼應Apple從第一代Mac開始，由Steve Jobs與Steve Woz，在他們及全體工作人員在所設計製造的產品裡面簽上大名，以示負責與驕傲。
一些看著iOS7佈景與icon就似乎摸透一切大肆批評的人，其實壓根不懂Apple的設計理念。You will never know what Apple has done until you physically and literally touch it.