Yesterday at WWDC, Apple unveiled a mission statement that reads more like a poem. There’s a wonderful video as well, but just look at these words:

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 every thing we touch
enhances each life it touches
only then do we sign our work:
Designed by Apple in California.

It’s a wonderful & sincere expression of why we need Apple to exist. And why I love this company so much. I’m beginning to think that the Apple under Jony Ive & Tim Cook might become far better than under Jobs.