Apple Design Credo

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?





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

ogacihchicago // Inspired by ideas I see from the very creative @asharris after I learned about #mirrorgram from Seth @hallwood on ISO50 blog.

Golden Gate HDR

Golden Gate HDR by vgm8383
Golden Gate HDR, a photo by vgm8383 on Flickr.

Exploring Tokyo

Exploring Tokyo by Stuck in Customs
Exploring Tokyo, a photo by Stuck in Customs on Flickr.

Deep in Paris

Deep in Paris by Stuck in Customs
Deep in Paris, a photo by Stuck in Customs on Flickr.

Bauhaus design – China Beijing 798


Bubbles by Adolfo.por
Bubbles, a photo by Adolfo.por on Flickr.

Top of the World


Torii by WilliamBullimore
Torii, a photo by WilliamBullimore on Flickr.

Apple Credo

It’s in Apple’s DNA that technology alone is not enough.  We believe that it’s technology married with the humanities that yields us the results that makes our heart sing.  Nowhere is that more true than these post-PC devices.  Folks are rushing into this tablet market, and they’re looking at it as the next PC, in which the hardware and the software are done by different companies.  Our experience, and every bone in our body, says that is not the right approach.  These are post-PC devices that need to be even more intuitive and easier to use than a PC, and where the software and the hardware and the applications need to be intertwined in an even more seamless way than they are on a PC.  We think we have the right architecture not just in silicon, but in our organization, to build these kinds of products.

Steve Jobs, Walter Isaacson