Watch this now: Apple design philosophy

By , Jun 11, 2013

Apple ad (Designed by Apple - Intention)

Yesterday, we highlighted Apple’s mission-statement ad that deals with its famous signature, ‘Designed by Apple in California’.

Today, the company has made WWDC commercials available on its YouTube page, among them a minute and 30 seconds long clip.

The video is titled ‘Designed by Apple – Intention’ and Apple used it to open the WWDC keynote. In it, the company explains how it goes about designing its products so it’s definitely worth a watch from start to finish…

“If everyone is busy making everything, how can anyone perfect anything,” says the opening line. “We start to confuse convenience with joy, abundance with choice.”

The video’s central theme appears to be Apple’s focus on perfecting a few features that matter rather than confusing users with stuff they’ll rarely use. “There are a thousand no’s,” the video says in an obvious hint at Steve Jobs.

Apple’s late co-founder used to say he was as proud of the things Apple hadn’t done as the things it had done. “Innovation is saying no to a thousand things,” Jobs told the WWDC crowd back in 1997.

The video makes a smart use of simple phrases paired with elegant visuals to convey the thoughts and emotions that go into creating Apple products, have a look below.

As a reminder, here’s the ‘Our Signature’ commercial.

Both clips gave me the shivers.

Did you like the ‘Intention’ ad?

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  • Yash Gorana

    I am tweeting this video. And this is how it will appear.

    “Learn something from them, @Samsung”

    • Ricky

      Hahahha nice one

    • ha

      That’s funny, because at least Samsung actually tries something out of their comfort zone and attempts to add new features to their phones that other phones haven’t yet had.

  • http://klikkit.co.uk/ Jake – Klikkit

    Said this yesterday, best animation I’ve seen in a long time

  • Chindavon

    That’s the difference between Sammy and Apple.

    • Gorgonphone

      there is very little difference left

  • gregor.zolii

    it’s hard to believe those guys who made this animation made the iOS 7 too.

    • QuarterSwede

      What!? It heavily alludes to iOS 7. Even the dot, dot, dot animation looks like the new antenna indicator.

      People who think iOS 7 is awful either 1) hate the icons and/or 2) haven’t seen it in motion.

      • Gorgonphone

        i hate it cause it looks bad..

      • ha

        People hate iOS 7 because they have seen all of the ‘new’ features before on other platforms, and it’s not visually pleasing. You would have to be lying to yourself if you think the design of the GameCenter icon or GameCenter itself is good. Along with most of the rest of the stock icons.

      • Hyr3m

        Or they look like the page dots from the springboard (and now folders)…

    • Micaiah Martin

      At first when I saw iOS 7 at keynote I wasn’t super into it. The icons do look like it was designed by a novice graphic designer. I mean, I could even do better since I have had several years in the graphic design field. When I downloaded the iOS and actually installed it onto my iPhone I was completely sold. The keynote really doesn’t give the animations or the nice flat look of iOS 7 much justice. On my iPhone, in my hand, it looks absolutely stunning. The icons will take a little time to get used to, but I learn fast so not really a big deal.

      • Gorgonphone

        “The icons will take a little time to get used to” yeah cause they suck… ford escorts take a while to get used to also

      • Micaiah Martin

        Whats wrong with ford escorts?

      • ha

        How is it not a big deal? Every time you unlock your phone you will have to see these terribly designed icons.

      • Micaiah Martin

        Dude, I like them already.

  • Kartik Dhawan

    Now go and watch the Samsung commercial.
    Ohh and how can we forget the Microsoft commercial.

    • Gorgonphone

      they all suck only difference now is apple sucks to

      • Chindavon

        With all this suck talk, do you have a date with a Kirby or something?

  • Sentry

    The intro video was amazing. A friend and I were watching it live and both audibly said holy shit. The animations, the tone it set, the message it delivered, all spot on.

    That said the actual message in retrospect was slightly ironic, given what iOS 7 is. Lines such as “we start to confuse abundance with choice” or “there are a thousand no’s for every yes” for example. Just a funny note.

    Apple’s intent and passion is the same as it has always been, but being well intended doesn’t intrinsically equate to a flawless execution. As they said in the video; “it takes times…”

  • Eldaria

    “What do WE want people to feel” I suppose this says it all what kind of company Apple is. Most other companies ask “What do our customers want”. Concidering the population who is likely following this community, I guess some of the answers to apples question should be “frustration” and “Jailed”.

    • http://flavors.me/mile MILE

      Actually the emphasis was on “What do we want people to FEEL?” but I guess the whole message was completely lost on you anyway…

      • Eldaria

        I understand what the marketing department wants us to think.

        It stil does not change that they asked what Apple wants us to feel.
        And it still does not change the fact that they do cause frustration for those who want more that what Apple wants for us.

        And assuming the message was lost on me, because i’m being cynical to the message they try to convey.
        I think Apple makes awesome products, I have several of them my self, and will likely get more of them in the future.
        But it still does not change my opinion that Apple is choosing for us what they think is best for us, not a good thing.

      • Gorgonphone

        i agree 1000000000% apple is now like a religion the followers have stopped thinking and now they accept anything from the company like a true cult sad

      • Hyr3m

        The core of the message was lost on you… because you relied on where THEY put the emphasis and not on what the message actually meant…

        They wanted you to FEEL something, to make decisions based on feelings that were inoculated by their successful communication techniques rather than actual logic and common sense. You should have a look at Derren Brown’s work (google “Derren Brown red bmx” for a very good example of NLP… thank me later)

  • leon lay

    Copied by ShameSung in Seoul…

    • Marc

      no

  • Tim Cook

    These videos make me so proud :,,)

    • ha

      Ok, let’s act like I am having a real conversation with Tim Cook here…

      Really, because I heard Apple was looking to get a new CEO.

    • Marc

      They make me proud too

  • Micaiah Martin

    As a web designer who is always looking for stuff like this. I was greatly impressed how Apple presented their products. When they played this at the start of the WWDC keynote. I was in jaw dropping awe. Apple really hit the spot with this and I believe that this is only the beginning of something great. Also a great reminder that Apple is still faithfully bring quality not quantity to their consumers.

    Thanks Apple! Enjoyed every bit of the keynote!

  • n0ahcruz3

    Dont forget Phil Schiller’s “cant innovate my A$$” that was epic.

  • Gorgonphone

    apples design failed in IOS 7 so i am seriously doubting their philosophies now

    • Hyr3m

      Their philosophy is one of marketing, not of design.
      Marketing is the only thing they were ever really good at…

  • chjode

    I think the plural of “No” would be “Nos” or “Noes” not “No’s.” That bugged me to see it in the video.

  • Bladimir Slavik

    You the best apple

    • ha

      Don’t fool yourself.

    • Hyr3m

      Surely you meant “tastiest” ?

      • Bladimir Slavik

        Yeah

      • Hyr3m

        I was just messing with you ^^

  • ha

    Apple’s design philosophy should be to not steal from webOS, Android, or Cydia developers. Every single ‘new’ feature on iOS 7 can be found across all 3 of what I mentioned.

  • Hyr3m

    Nice marketing move; bullshit like usual but nice try! Marketers will nod approvingly… I know I did.

    Hipdouches will like it. Techies will laugh out loud… I know I did.

  • Fredrik Axelsson

    What program did Apple use for making this animated video? Just Final Cut Pro X or Motion 5?

  • connor goose

    Hey Android fans out there… please keep your comments to yourself
    because calling us: idiots; c**ts and a**holes actually does not make us
    like your products, niether will Samsung posting ads that baisicly call
    iphone users stupid. So just be happy with your plastic tv sized phones and a OS (that despite your bashing on Apple, I haven’t seen any major redesign to) made by a search engine (?) and piss off.