"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.
iOS7? Refreshed MacBook Airs? Here's what Apple is revealing at this year's developer's conference in California.
FORTUNE -- Can Apple (AAPL) continue to "wow"? We'll find out.
This year's San Francisco-based WWDC already promises to be bigger than most. The company's executive bench, from Tim Cook to Senior VP of Internet Software and Services Eddy Cue, are here, as are Al Gore, Yahoo CEO Marissa Mayer, super angel Ron Conway, Path CEO Dave MOREJP Mangalindan, Writer - Jun 10, 2013 12:58 PM ET
Nearly 14 months after the DOJ sued Apple, the e-book antitrust case is going to trial.
FORTUNE -- One of the big unanswered questions about the trial that opens Monday in a Manhattan federal courthouse is why Apple (AAPL) CEO Tim Cook hasn't already settled the case.
When Attorney General Eric Holder sued Apple and five book publishers in April 2012 for allegedly conspiring against Amazon (AMZN) to raise the price of e-books, three of MOREPhilip Elmer-DeWitt - Jun 3, 2013 5:14 AM ET
There may be method to Apple's apparent madness, says UBS' Steve Milunovich.
FORTUNE -- It's not hard to see the source of Wall Street's frustration with Apple (AAPL). It's that big red triangle in the chart at right that shows the rapidly growing share of the worldwide smartphone market owned by Google's (GOOG) Android.
What is Tim Cook waiting for? his critics ask. Why hasn't he lowered the price of the iPhone to MOREPhilip Elmer-DeWitt - Jun 1, 2013 8:35 AM ET
Tea Party Senators and a conservative newspaper came -- briefly -- to Apple's defense.
FORTUNE -- Steve Jobs wasn't given to making political statements, but he did send signals: He dated Joan Baez, he toasted Barack Obama and, according to Walter Isaacson's biography, he chewed out Rupert Murdoch privately for letting Fox News become "an incredibly destructive force in our society."
But when Tim Cook testified before a Senate subcommittee about Apple's MOREPhilip Elmer-DeWitt - May 31, 2013 7:51 AM ET
Shell Oil's money sent Lisa Jackson to college. An oil pipeline drove her from the EPA.
FORTUNE -- For people who didn't know much about Lisa P. Jackson before Tim Cook announced Tuesday that he had hired the former head of the EPA as Apple's (AAPL) first vice president for environmental initiatives, here's a briefing:
She was born in Philadelphia, raised in New Orleans, graduated summa com laude from Tulane and got a masters MOREPhilip Elmer-DeWitt - May 30, 2013 12:51 PM ET
Sandberg, better known these days for her blockbuster book Lean In, reminded the audience at the AllThingsD conference that she's still helping run Facebook too.Adam Lashinsky, Sr. Editor at Large - May 29, 2013 3:36 PM ET
Were we listening to the same AllThingsD interview?
FORTUNE -- "We felt that after viewing the conversation, it seems fairly certain that Apple will launch a television, a watch, and multiple iterations of the iPhone by the end of 2014 as well as a potential new service offering."
That's how Piper Jaffray's Gene Munster -- an Apple (AAPL) analyst who has been predicting the imminent arrival of an Apple television set since MOREPhilip Elmer-DeWitt - May 29, 2013 1:22 PM ET
Tim Cook said at D:11 that Apple has sold more 13 million units. That was news.
FORTUNE -- For a number of reasons -- including all those questions about future products not even Steve Jobs would have touched -- Apple (AAPL) CEO Tim Cook didn't break much news Tuesday night at AllThingsD.
But he did provide a new data point about Apple TV: He said the company has sold more than 13 MOREPhilip Elmer-DeWitt - May 29, 2013 10:54 AM ET
The reviews on Twitter were especially harsh.
FORTUNE -- It didn't take long for the critics to weigh in on Apple (AAPL) CEO Tim Cook's performance at D:11 AllThingsD Tuesday night.
Thanks to the Internet -- and especially to Twitter -- the first reviews were posted before he left the stage. They were not very kind.
A representative sample:Adam Lashinsky, Senior editor at large, Fortune. The unbearable lightness of what Tim Cook says: The interview conducted MORE Philip Elmer-DeWitt - May 29, 2013 7:16 AM ET
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