“Design is not just how it looks and feels. Design is how it works”.
The quote, spoken by Steve Jobs, Founder of Apple, in an interview that the businessman conducted with The New York Times In 2003, he articulated the company’s vision around design. It is the one that has also served the brand to pay tribute to its philosophy around how real design should perfectly integrate form and function for a better user experience.
The video is a collage of details of Apple devices and systems
The piece, titled “Design is how it works,” is a collage of the details of both Apple devices and operating systems that celebrates the company’s design philosophy. Set to the song “Neon: 1. Shinjuku” by Hannah Peel & Manchester Collective, the video combines elegant shots of products and software that highlight how design and function coexist.
The iPad connected with an Apple Pencil, the AirPods Pro in use, the HomePod mini or the Apple Watch Ultra, are some of the devices that star in the video. In addition, the design of the system also stands out, through the capture of gestures and animations of iOS 26 and macOS Tahoe 26, the fluid movement of NameDrop to share contacts or unlocking with Face ID.
The piece also alludes to the architecture of its stores around the world, reflecting how its vision of design extends beyond screens and devices. This conveys that, for Apple, a good design feels invisible, but unmistakable in the sensation it transmits and the differentiation it marks.
The video could be seen during Apple’s Keynote last September, which was held under the title “Awe Dropping”, which translates as “Awesome”, and in which, among other things, the iPhone 17 was presented.
The company published it on its YouTube channel just a few days after the 14th anniversary of Steve Jobs’ death, which took place on October 5, 2011.
The video is not a product advertisement, but rather a statement and reaffirmation by Apple of the fundamental role that design plays in both its business and its relationship with consumers. The publication of the video conveys the idea that the company remains faithful to its essence and the vision projected by the businessman.
The piece has been received with mixed opinions. Although some consider that it is a perfect tribute to Jobs and the company’s vision regarding the role of design, beyond aesthetics; For others, it is an ironic message considering that precisely this year the company has carried out the biggest redesign of iOS in years.
