On the new “Designed by Apple in California” campaign …

[My response to the new “Designed by Apple in California” campaign, which ran so frequently on television during the NHL playoffs and is now being pushed full-throatedly across mediums.]

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?

We sign our work.

You may rarely look at it.

But you’ll always feel it.

This is [the second half of] our signature.

And it means everything.

“Assembled in China”

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