Apple has released a branding video (above) describing its approach to the design of its products. As with its recent campaigns there's much about 'touch' both in terms of using Apple's products and – more clearly here – creating an emotional connection between
These concepts are delivered with some elegantly fragile motion graphics that, while monochrome, tap into the marks and shapes of the new iOS 7.
Below is what the video says.
is busy making everything,
how can anyone perfect anything?
We start to confuse convenience
abundance with choice.
Designing something requires
The first thing we ask is,
What do we want people to feel?
Then we begin craft around our intention.
It takes time...
There are a thousand no's
for every yes.
we start over,
until every thing we touch
enhances each life
Only then do we sign our work
Designed by Apple in California.'
The video was released after the keynote at Apple's WWDC event in San Francisco, where is launched iOS 7 and a radically redesigned Mac Pro. A similar TV ad (below) also debuted.