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

It’s over, and then it begins again…

Big business may stumble upon and commodify hackers’ breakthroughs, but the hackers will simply move on to new frontiers.

   ~ Steven Levy, Hackers


Audiophiles & Audio Files

While the Danish company [Bang & Olufsen] pursued its own cult of design, others like Apple formulated a new aesthetic that took into account the graphical user interface and Moore’s law. As the iPod ad iTunes took off, conversation-piece home entertainment objects seemed less and less relevant. It turned out that the sound system of tomorrow wasn’t an elegant $5,000 device that gave you instant access to six CDs; it was a $400 gadget that allowed you to slip thousands of songs into your hip pocket. Audiophiles lost out to audio files.

   ~ Wired Magazine, Rob Walker, Can the Cult of Bang & Olufsen Last?


The Moment We Have Been Waiting For

…the more humans become involved in their [program’s] design, the more humanely inspired these tools will end up behaving.  We are developing technologies and networks that have the potential to reshape our economy, our ecology, and our society more profoundly and intentionally than ever before in our collective history.  As biologists now understand, our evolution as a species was not a product of random chance, but the forward momentum of matter and life seeking greater organization and awareness.  This is not a moment to relinquish our participation in that development, but to step up and bring our own sense of purpose to the table.  It is the moment we have been waiting for.

  ~ Program or Be Programmed by Douglas Rushkoff

Deep & Lasting Impact

Yes, we are impressed with how Jobs steered Apple toward market leadership and a series of financial home runs these past ten years. But we are even more touched by the larger purpose behind all that Jobs did. He set out to set out to change the world through his products. As he said more than 15 years ago, the revolution in information distribution was all about creating opportunity by helping individuals do things “that only large groups of people with lots of money could do before. … We have much more opportunity for people to get to the marketplace — not just the marketplace of commerce but the marketplace of ideas. The marketplace of publications, the marketplace of public policy. You name it.” If we think about the role of smart phones in the Arab Spring or the Occupy Wall Street protests, we see just how right Jobs was. This is deep, lasting impact. And as we know, Jobs chased this purpose with unflagging passion, occasional harshness, and extraordinary persistence.

1,000 Songs in your Pocket

The Zen Mind

The Global Machine

Each biological neuron sprouts synaptic links to thousands of other neurons, while each Web page on average links to 60 other pages. That adds up to a trillion ‘synapses’ between the static pages on the Web. The human brain has about 100 times that number of links — but brains are not doubling in size every few years. The global machine is.

    ~ CNN, How many pages are on the internet?, John D. Sutter