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.