In September 2025, Apple commenced its iPhone keynote with a compelling video that underscores the company’s foundational design principles. This video, now available on Apple’s official YouTube channel, opens with a renowned quote from co-founder Steve Jobs: Design is not just what it looks like and feels like. Design is how it works.
This statement originates from a 2003 interview with The New York Times, where Jobs elaborated on Apple’s design ethos alongside then-Chief Design Officer Jony Ive. Jobs emphasized that design transcends mere aesthetics, focusing instead on functionality and user experience. He noted that many misconstrue design as a superficial layer, whereas Apple views it as integral to a product’s operation and user interaction.
The video serves as a visual testament to this philosophy, showcasing the meticulous process behind Apple’s product development. It features rare glimpses into the company’s design studios, illustrating the journey from initial concept sketches to the final product. Viewers are treated to scenes of designers and engineers collaborating, refining prototypes, and conducting rigorous testing to ensure each device meets Apple’s high standards.
By releasing this video, Apple reaffirms its commitment to creating products where form and function are seamlessly integrated. It offers consumers insight into the thoughtful considerations that go into every device, highlighting the company’s dedication to enhancing user experience through innovative design.
