Apple's inspirational video on how to build products

Want to know how to build great products? Apple knows. At WWDC 2013, Apple shared their inspirational video ‘Intention,’ revealing the thoughtfulness and elegance behind their product development. This video is a masterclass in innovation and design excellence.

Apple - Intention from Apple Inc on Vimeo.

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 every thing we touch
enhances each life
it touches.
only then do we sign our work.