Apple has released a branding video (above) describing its approach to the design of its products. As with its recent campaigns there's much about 'touch' both in terms of using Apple's products and – more clearly here – creating an emotional connection between

These concepts are delivered with some elegantly fragile motion graphics that, while monochrome, tap into the marks and shapes of the new iOS 7.

Below is what the video says. 

'If everyone

is busy making everything,

how can anyone perfect anything?

We start to confuse convenience

with joy,

abundance with choice.

Designing something requires

focus.

The first thing we ask is,

What do we want people to feel?

Delight

Surprise

Love

Connection

Then we begin craft around our intention.

It takes time...

There are a thousand no's

for every yes.

We simplify,

we perfect,

we start over,

until every thing we touch

enhances each life

it touches.

Only then do we sign our work

Designed by Apple in California.'

The video was released after the keynote at Apple's WWDC event in San Francisco, where is launched iOS 7 and a radically redesigned Mac Pro. A similar TV ad (below) also debuted.

See also:

Will your creative software run on the Mac Pro 2013?

Apple's events move on, and so does the company

What people love about Apple iOS 7: review of reviews

What people hate about APple iOS 7: review of reviews

iOS 7: Why flat design beats skeuomorphism

WWDC 2013 recap: Which Apple rumours were right?