This is Apple. This is what attracts me to the products they create. Those products aren’t always what I want and often are missing features I find so desirable, but it is hard not to feel affection for a company and product that thinks of itself so clearly and presents itself so starkly, that just fundamentally expects more from each of us.

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 we ask is
what do we want people to feel?
delight
surprise
love
connection

then we begin to craft around intention
it takes time
there are a thousand no’s
for every yes.

we simplify
we perfect
we start over
until every thing we touch
enhances each life it touches.