In this short, austere clip, Apple seems to be reminding itself, and us, of the design philosophy that it has become so closely associated with. And Steve Jobs' presence is almost palpable when the text echoes his famous claim that "Innovation is saying 'no' to 1,000 things." Let's hope that in the years ahead Apple will continue its flair for knowing when to say "no."
Apple on Design: It's About Delight, Surprise, Love and Connection
Get Inbox Inspiration
Sign up for the latest branding inspiration, industry news, and logo design tips & resources. Join thousands of designers and branding experts who stay inspired with our monthly newsletter.