Ignoring the fact that this is from Apple from a moment, the words here are a good way of approaching things we do in life.

In words:

if everyone is busy making everything

how can anyone perfect anything?

we start to confuse convenience

with joy

abundance with choice.

designing something requires



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

Source: Apple


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