Overview

• Apple separated the design-focused opener from last month’s iPhone event and released it as a standalone video on its YouTube channel today.
• The short film features the line “Design is not just what it looks like and feels like. Design is how it works,” attributed to Steve Jobs.
• The quotation traces to a 2003 New York Times interview in which Jobs and Jony Ive discussed Apple’s design approach during the iPod era.
• Coverage describes the piece as a statement of values that centers user experience—gestures, animations and sound—rather than promoting a specific product.
• Some commentators questioned invoking Jobs’s legacy this year given the debated iOS visual overhaul, with discussion also noting the proximity to the October 5 anniversary of his death.