Yesterday the internet was abuzz about all things Apple; the new Mac Pro, Mac OS X Maverick and of course, the long-awaited update to their mobile platform, iOS 7. One aspect of the keynote that went a bit overlooked was the intro video called “Intention” about perfection, and how hard it is to attain it. The vid describes Apple’s lead designer, Sir Jony Ive’s pursuit of “purity and simplicity in design” and that “true simplicity is derived from so much more than just the absences of clutter or ornamentation… It’s about bringing order to complexity.” Apple, according to the video, first seeks how a product make people “feel.”
For iOS 7 Ive cleaned up the look and brought some needed changes, but it’s interesting how Apple uses a rhetorical question – “how can anyone perfect anything?” – to stifle the doubters who claim they lack innovation and that they now copy and enhance various features that have existed within Android, Windows Phone and BlackBerry for years.
Check it out below, let us know what you think!
