Perspective

Big day of announcements today: iPhone 6 and 6 Plus (seems like everyone wants a bigger screen these days, though personally, I prefer having everything at a single thumb’s reach). And Apple Watch is, well, sexy.

But one thing I want to draw attention to isn’t the products at all, but rather the video that opened the event, called “Perspective”.

It reminds me a lot of “Think different”, which is singlehandedly what made me fall in love with Apple as a kid (and had me memorizing Richard Dreyfuss’ lines—I can still recite the commercial verbatim).

In addition to being visually stunning (and in one take?!), what it says is that it isn’t about what we make, but why.

“While others are distracted by the new, you focus on the significance of a whole new take.”

Closing in on my first year at Apple, that message lands differently. While the day-to-day work can make you hyper-focused on the details, this was a reminder to step back. To remember that this place is about thinking bigger, not just chasing what’s next, but making sure it actually freakin’ matters.

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P.S. Another incredible video worth watching is the “Intention” spot from last year’s WWDC [Podcasts link].