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

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 everything we touch

enhances each life it touches

only then do we sign our work ::….

Designed by Apple in California