Like last year, Apple started this year's WWDC keynote with a clever video. But this time it wasn't a cheap shot at Android or a silly swipe at Samsung. It was a peek into Apple's design philosophy, a beautifully crafted response to anyone who has been questioning its commitment to innovation:
"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 to 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."
It was barely a minute, but it stuck with me throughout the two hours of pomp and circumstance that followed. Apple hasn't been dragging its heels or taking its eye off the ball. On the contrary, it's more focused than it's ever been.
Who are we kidding when we try to act like there was any story this week other than WWDC and the Retina Display MacBook Pro? No one, that's who. It's all we've talked about lately, the great new features coming to our Macs and our iOS devices, and how they'll be syncing together and sharing awesomesauce back and forth. So here it is in all its glory: the week that was WWDC 2012.