Apple's WWDC 2013 keynote began with a rare sight, an intro video, a beautiful and brilliant sequence. A direct and clear declaration of Apple's intentions. Simple, in black and white, with prose that elegantly addressed many of the recent criticisms aimed at the company. My fellow artists, artisans and technicians, may our intentions be this specific and clear so we may craft our works around them.  

From the newly launched Designed by Apple page on their site:  

This is it.
This is what matters.
The experience of a product.
How it makes someone feel.
When you start imagining
What that might be like, 
You step back. 
You think. 

Who will this help? 
Will it make life better? 
Does this deserve to exist?
If you are busy making everything, 
How can you perfect anything? 

We don't believe in coincidence.
Or dumb luck. 
There are a thousand "no's"
For every "yes."
We spend a lot of time
On a few great things. 
Until every idea we touch
Enhances each life it touches. 

We're engineers and artists.
Craftsmen and inventors.
We sign our work. 
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