The new Designed by Apple commercial is absolutely brilliant.

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 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

EDIT, Jan 20, 2022: This commercial is no longer available on Apple’s website, but here’s a youtube version. I also stumbled on the 2013 keynote that has a similar message.