24 July

Apple’s Mantra: A Few Great Things

This is the marketing text from Apple’s “Designed by Apple” campaign (which launched a few months ago on television). I have been seeing the print ads more and more – and the text is really powerful. It of course holds true to Apple’s hardware and software worlds – but it should resonate to any creator: focus, quality, satisfaction.

This is it.
This is what matters.
The experience of a product.
How it makes someone feel.
Will it make life better?
Does it deserve to exist?

If you are busy making everything,
How can you perfect anything?
We speed a lot of time
On a few great things.
Until every idea we touch
Enhances each life it touches.

You may rarely look at it.
But you’ll always feel it.
This is our signature.
And it means everything.

designed by apple

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