Beautiful Animated Video Shows The Ideology Behind Apple’s Design Philosophy

Apple used this video titled “Designed by Apple – Intention” to open the WWDC keynote last week. In it, they describe the ideology and process behind designing an Apple product. In typical Apple-esque fashion, the ad offers elegant visuals with smooth narratives which makes for a compelling watch.

Nicely done, Apple. If it’s not too much to ask, can you guys actually implement this ideology and create a Lightning cable that doesn’t break every 3 months? Or an iOS update that’s bug-free? How about a Map app that actually works? Or a Macbook that doesn’t crash as soon as the Protection Plan expires? Solving these issues would actually validate this beautifully made declaration of intent. Thanks.

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