In a statement of intent Apple has turned its attention to its high design values with a TV spot that introduces a 'designed by Apple in California' endline.
Apple questions whether a product deserves to exist in a thinly veiled swipe at competitors and claims it spends "a lot of time on a few great things until every idea we touch enhances each life it touches".
To accompany the "our signature" TV spot the tech firm has also released an online-only animated film that takes a further jab at competitors who are too busy "building everything" to perfect anything.
Agency: TBWA\Media Arts Lab
Creatives: Duncan Milner and Eric Grunbaum
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