This is what matters.
The experience of a product.
How will it 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.
Designed By Apple In California. [Superimposed Tagline]
A Translation
This is it.
- Trans: This is the chief and highest end of man.
This is what matters.
- Trans:
Without it, you don’t matter.
The experience of a product.
- Trans: Emotion now trumps Reason as the speed of images overtakes the slowness of words. Get used to it.
How will it make someone feel?
- Trans: Are you as happy as these people?
Will it make life better?
- Trans: Wouldn’t your life be better if you owned the newest version?
Does it deserve to exist?
- Trans: Do you deserve to exist if you don’t have one?
We spend a lot of time on a few great things… until every idea we touch… enhances each life it touches.
- Trans: We spend all of our time on more and more redundant Mac products, until every mass-produced commodity our factory workers touch enhances your feeling of irrelevance — even if you’re the DJ, whose concerts only provide him a temporary respite from his own feeling of irrelevance.
You may rarely look at it, but you’ll always feel it.
- Trans: You will rarely look away from it. In fact, you will spend twelve of your sixteen waking hours looking at it. And you’ll always feel it, especially when you try to fall asleep at night, that increasing despair, that existential nausea that is only temporarily eased by sleeping with our product under your pillow. You will unconsciously register that the more connected you are, the lonelier you feel. You will bury this realization deeper and deeper in your subconscious by devoting ever more waking time to our devices. You will quickly reach the point where the only loneliness you are capable of feeling is the absence of our products and/or the absence of a wifi signal. The absence of your friends will evolve from strange, to a subtle relief, to downright necessary for getting anything done.
This is our signature.
- Trans: This is how we conquer the world. We don’t sign anything, and we take zero responsibility for the unintended consequences of technological addiction. You will need more and more of the drug to achieve the original results.
And it means everything.
- Trans: We want your soul.
Designed By Apple In California. [Superimposed Tagline]
- Trans: “Founded on the Rock of St. Peter’s Basilica in Rome. Sold to Lucifer in a Faustian bargain circa 1976.”
