苹果品牌 Designed by Apple – Intention

如果所有人都忙于制造一切，
怎会有人能创造完美？
我们开始混淆，
以为方便就是愉悦，充裕就是选择。
设计需要专注。
我们所问的第一件事是“我们希望人们获得怎样的感受？”
是快乐。是惊喜。是爱。是联结。
然后我们开始打磨意图。这需要时间。
一个“是”的背后，往往有一千个“不”。
我们简化，完善，从头再来。
直到我们打造的一切可以让它们所触碰的一切更美好，
这样我们才能无愧于这个签名——
加州苹果设计出品。

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 thing we ask is
what do we want people to feel?
Delight, surprise, love, connection,
Then we begin to craft around our 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.
Only then do we sign our work.
Designed by Apple inCalifornia.