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


corcovado by beckstei
corcovado, a photo by beckstei on Flickr.

Future of Humanity on this Planet

~ Aldous Huxley

Logic: the beginning of wisdom, not the end…

Formal logic cannot function apart from the principle of non-contradiction, but experience includes much that seems contradictory.   Quantum physics is full of examples such as the principle of uncertainty, the wave-particle paradox, the problem of non-locality in particle interaction, and so forth.  Even at the level of pure logic there is inherent uncertainty as entailed by the “Principle of Incompleteness”, known on Earth as Gödel’s Theorem, which states that given any formal system of logic sufficiently complicated to be descriptive of experience, if it explicitly states all functional axioms, theorems, and postulates, it will contain contradictions.  The Principle of Incompleteness demonstrates that in order to maintain non-contradiction in formal reasoning, it is necessary to have open-endedness.

   ~ Star Trek and Philosophy, Jason Eberl and Kevin Decker

One Simple Fact


The doctrine that God is in the world has an important practical corollary – the sacredness of Nature, and the sinfulness and folly of man’s overweening efforts to be her master rather than her intelligently docile collaborator. Sub-human lives and even things are to be treated with respect and understanding, not brutually oppressed to serve our human ends.

  ~ Perennial Philosophy: An Interpretation of the Great Mystics, East and West by Aldous Huxley

Values Proposition

Yes, success today is about price, features, quality — pure economic value of the sort that requires you to rethink your strategy and business models. But it is also, and perhaps more importantly, about passion, emotion, identity — sharing your values. And all that requires is a way of doing business, a strategy for connecting with customers, that communicates who you are and what you care about.

The Sanctuary

Intimate and sophisticated, with a vaguely metaphysical air and hints of Zen. The staff is dressed in black. Soothing background music is particularly spare, with a single flute and sounds that might come from a sitar or a samisen — or then again, maybe a synthesizer. Miniature Japanese gardens with bamboo and stones are placed where the eye will fall at moments of rest and contemplation: while lounging in the waiting area, for example, or lolling in the whirlpool. At the infinity pool, aquamarine waters meet the blue Arizona sky.

    ~ Sanctuary on Camelback


Man’s Final End

The multitude of Legion has given place to one-pointedness, not to any of those evil one-pointedness of ambition or covetousness, or lust for power and fame, not even to any of the nobler, but still all too human one-pointedness of art, scholarship and science, regarded as ends in themselves, but to the supreme, more than human one-pointedness that is the very being of those souls who consciously and consistently pursue man’s final end, the knowledge of eternal Reality.

    ~ Perennial Philosophy by Aldous Huxley



All those who dwell in the depths find their happiness in being like flying fish for once and playing on the uppermost crest of the waves.

    ~ Friedrich Nietzsche