Apple no me emocionaba así desde los tiempos de Think Different (no seas perret y haz click en el enlace) y el Twentieth Anniversary Macintosh TAM:

For twenty years
Apple design engineers
have been building bridges
between what people
dream about and the
technology that can make
those dreams reality.

It’s our magnificient obsession.

It’s about working
and playing and listening
and learning and creating
and communicating–
sometimes all
at the same time,

It’s about the delight
of doing things faster
and better and easier,

It’s about
turning your back on
conventional wisdom
and finding new ways.

I’ts about the joy
of holding and handling
and using things
that are very well made.

Now, it’s about
celebrating the last
twenty years,
and heralding
the next twenty.

It’s about
the most wonderful thing
we’ve ever built.

It’s the Twentieth Anniversary Macintosh
Aunque se que es sólo marketing, me gusta que sea bueno (o a mi me lo parezca, que para el caso… es de lo que se trata, pienso). Es como cuándo Jobs introdujo el concepto de la intersección entre el arte y la tecnología, en 2003 ó 2004, posiblemente con el lanzamiento del cube y que hasta en el segundo iPad se ha utilizado (ahora con una «slide» que habla de technologyliberal arts).
Vía @vgutierrez_ he visto este nuevo anuncio de los señores del logo de la manzana mordida:

Dice así:
This is it.
This is what matters.
The experience of a product.
How it will make someone feel.
Will it make life better?
Does it deserve to exist?
We spend a lot of time on a few great things, until every idea we touch enhances each life it touches.
You may rarely look at it, but you’ll always feel it.
This is our signature, and it means everything.

No estaba mal, pero me ha sonado … raro. Luego, vía @macdailynews he visto este otro que sí «me ha llegado»:

Dice así:

if everyone
is busy making everything
how can anyone perfect anything?

we start to confuse convenience with joy
abundance with choice

designing something requires focus
the first thing we ask 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
Designed by Apple in California

(Que sí, que seguro que alguien los mencionó antes, no me importa).