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This Is What Matters

Software giant Apple has released a design manifesto with the help of advertising agency TBWA\Media Arts Lab, USA. 



Apple’s gorgeous long copy ads bring you back to the heart of Apple’s design philosophy. 

There are a total of four print versions, and one in video format. The copy reads: 

“This is it. 
This is what matters. 
The experience of a product. 
How it makes someone feel. 
When you start by imagining 
What that might be like, 
You step back. 
You think. 
Who will this help? 
Will it make life better? 
Does this deserve to exist? 
If you are busy making everything, 
How can you perfect anything? 
We don't believe in coincidence. 
Or dumb luck. 
There are thousands "no's" 
For every "yes." 
We spend a lot of time 
On a few great things. 
Untile every idea we touch 
Enhances each life it touches. 
We're engineers and artists. 
Craftmen and inventors. 
We sign our work. 
You may rarely look at it. 
But you'll always feel it. 
This is our signature. 
And it means everything. 

Designed by Apple in California” 

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