The technology giant reasserts its position as a company that aims only for excellence.

Apple has released a new video to reassert their values as perfectionists – as opposed to their competitors who only want to focus on convenience and abundance of choice.

At their annual Worldwide Developer Conference (WWDC), the company opened with a mission statement video that makes it clear the spirit of Steve Jobs is still alive and well at Apple. There is no focus on any new products, simply a message that outlines the company's focus.

The short film is titled “Designed By Apple – Intention,” and uses dots and dashes to keep everything simple. Accompanied by copy that is almost poetic, as well as a delicate piano tune, the film feels refined – obviously the intention of company if they want to make a statement about perfection.

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