Apple 2.0

Covering the business that Steve Jobs built

Video: Apple's mission statement for the post-Jobs era

June 11, 2013: 7:02 AM ET

The films that opened and closed Apple's WWDC keynote were a message to Wall Street.

FORTUNE -- "The first thing we ask," reads the text in Intention, the 90-second video that opened Apple's (AAPL) World Wide Developers Conference Monday, "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 everything we touch enhances each life it touches. Only then do we sign our work."

It takes time. That's what good designers everywhere say to whomever is standing over their shoulder asking when the damn thing be done. And that, I suspect, is exactly what Sir Jony Ive and Tim Cook were saying to everybody who complains that Samsung turns out a few dozen smartphones in the time it takes Apple to design just one.

Our Signature, which closed Monday's keynote and debuted on prime time that night, is what that message looks like in a 60-second TV ad.

The two-hour video of WWDC is available on Apple's Special Events page.

Below: The 90-second text video.

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About This Author
Philip Elmer-Dewitt
Philip Elmer-DeWitt
Editor, Apple 2.0, Fortune

Philip Elmer-DeWitt has been following Apple since 1982, first for Time Magazine, and now on the Web for

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