Apple: Designed by Apple in California

"This is it.
This is what matters.
The experience of a product.
How it makes someone feel.
When you start by 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 thousands "no's"
For every "yes."
We spend a lot of time
On a few great things.
Untile every idea we touch
Enhances each life it touches.

We're engineers and artists.
Craftmen 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"

Advertising Agency: TBWA\Media Arts Lab, USA

Chief Creative Officer: Duncan Milner / Executive Creative Director: Eric Grunbaum
Group Creative Directors: Drew Stalker, Chris Ribeiro
Associate Creative Director / Art Directors: Paul Wysocan, Niraj Zaveri, Melinda Keough
Associate Creative Director / Copywriters: Brooks Jackson, Kevin Butler
Senior Art Director: Shannon Tham / Copywriter: Rob Goldenberg / Art Director: Edward Vince
Head of Art Production: Helen O'Neill / Senior Art Producer: Sara Clark / Art Producer: Jessica Gerweck
Global Director of Print Production: Peter Nolan / Print Producer: Anna Haro / Project Manager: Jayson Dana
Photographer: Jason Nocito / Production Company: First Shot Productions / Digital Art: Epilogue Inc. / Prepress: Continental Colorcraft