This is our Signature. And it means everything.

This is it.
This is what matters.
The experience of a product.

How it makes someone feel.
Will it make life better?
Does it deserve to exist?

We spend a lot of time
On a few great things.
Until every idea we touch
Enhances each life it touches.

You may rarely look at it.
But you’ll always feel it.

This is our signature.
And it means everything.

My iPhone 4S drowned around 5 months back. Not wanting to spend a ton of cash on an iPhone, I took another route. I opted for a Windows Phone, a Lumia 820. I could handle it for a few months.

About two weeks back, I had enough. I had enough compromising on my own design and aesthetic sensibilities, enough compromising on what I valued and enjoyed in any device I used. I gave in and bought an iPhone 5. If there is one thing I have noticed that good engineering is not just about features, it is primarily what informed the design thinking of the creators, it is about what they wanted to evoke in you every time you used their creation.

Now, more than ever, I utterly understand what Apple means by “You may rarely look at it. But you will always feel it”, every damn time I lift the phone and use any of the apps.

Other platforms can try their best to cram features, add bigger screens, be first to add a visual idiom etc. But most do not understand whatever deep design-based thinking can accomplish can only be bettered by superior design thinking. Without it one builds castles in sand.

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