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Apples Declaration of Values: Simplify,

Perfect, Delight
JUNE11,2013AT11:25AMPT
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u=http%3A%2F%2Fallthingsd.com%2F20130611%2Fapplesdeclarationofvaluessimplifyperfect
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Print(http://allthingsd.com/?p=331098&ak_action=printable)
delight%2F%3Fmod%3Dfb)

Peoplethinkfocusmeanssayingyestothethingyouvegottofocuson.Butthatsnot
whatitmeansatall.Itmeanssayingnotothehundredothergoodideasthatthere
are.Youhavetopickcarefully.Imactuallyasproudofthethingswehaventdoneas
thethingsIhavedone.Innovationissayingnoto1,000things.
SteveJobs,WWDC1997

(http://allthingsd.com/files/2013/06/A_thousand_nos.jpg)ArefinedversionofOSX.A
reimaginingofiOS.NewMacBookAirs.TheMacProrecastasadiminutiveonyx
monolith.ThesewerethebigproductannouncementstocomeoutofApplesWWDC
keynote(http://allthingsd.com/20130610/liveappletalksthefutureofiososxat
developerconference/)onMonday.Buttherewasoneother,andwhilenothardwareor
software,itwasequallyimportant:Amanifesto.

LATEST VIDEO
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Presentedintwovideosthatbookendedthekeynoteaddress,itwasatonceamission
statement(http://www.apple.com/designedbyapple/)forthepostSteveJobseraanda
paeantotheApplecofoundersvisionforthecompany.ItsaThinkDifferentcampaign
forthenextphaseofApplesevolution,anditspeakstoApplesdriveforperfection,Jobss
wejustwanttomakegreatproductsrefrain,andhis1997observationthatinnovationis
sayingnoto1,000things.
Twoexcerpts:
Thefirstthingweaskis:Whatdowewantpeopletofeel?Delight.Surprise.
Love.Connection.Thenwebegintocraftaroundourintention.Ittakestime.
Thereareathousandnosforeveryyes.Wesimplify.Weperfect.Westart
over.Untileverythingwetouchenhanceseachlifeittouches.Onlythendowe

Three Things to Know About Gift

Cards (04:18) (/video/?
video_id=09215476-B222-4DD8A25A-02F564C72E86)
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signourwork.
FEATURED POSTS

Thisisit.Thisiswhatmatters.Theexperienceofaproduct.Howwillitmake
someonefeel?Willitmakelifebetter?Doesitdeservetoexist?Wespendalot
oftimeonafewgreatthingsuntileveryideawetouchenhanceseachlifeit
touches.Youmayrarelylookatit,butyoullalwaysfeelit.Thisisour
signature.Anditmeanseverything.

Ambitious?Absolutely.Selfconsciouslysoulful?Sure.
ButthespotssetAppleupasacompanyonaquestforperfection.Asanswerstocritics
whoclaimithaslostitsway,andperhapsitsabilitytoinnovate,theyreprettypowerful.
Andthequestionstheyaskareunderstatedbutclearshotsatthephilosophical
underpinningsofApplesrivals.
Ifyouarebusymakingeverything,howcanyouperfectanything?
Thisiswhatmatters.Theexperienceofaproduct.Howwillitmakesomeonefeel?Will
itmakelifebetter?Doesitdeservetoexist?
DothefolksatSamsungsitaroundpuzzlingoversuchquestions?
ThetwovideosDesignedbyAppleIntentionandOurSignaturebelow.

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The NSA and the Corrosion of Silicon

Valley
(http://allthingsd.com/20131230/thensa-and-silicon-valley/?
mod=ATD_featured_posts_widget)
MichaelDearinginVoices

You Wont Believe All the Crazy

Hardware the NSA Uses for Spying
(http://allthingsd.com/20131230/youwont-believe-all-the-crazy-hardwarethe-nsa-uses-for-spying/?
mod=ATD_featured_posts_widget)
ArikHesseldahlinNews
Viewalltodaysnews
(http://allthingsd.com)

I think the NSA has a job to

do and we need the NSA. But
as (physicist) Robert
Oppenheimer said, When
you see something that is
technically sweet, you go
ahead and do it and argue
about what to do about it
only after youve had your
technical success. That is
the way it was with the
atomic bomb.
PhilZimmerman,PGPinventorandSilent
Circlecofounder,inaninterviewwithOmMalik