The Apple advert reinterprets its essence and celebrates the power of design—how it feels and how it works.
If there is one brand that has known how to convey its essence through advertising campaigns, it is undoubtedly Apple. For some time now, its campaigns exude style, elegance, and practicality—a constant in the Cupertino company.
Now they delight us with a piece that premiered at the beginning of the last Keynote, featuring one of Steve Jobs’ most famous quotes: “Design is not just what it looks like or feels like. Design is how it works.”
Apple – Design is how it works
The Apple advert is titled “Design is how it works” and is an audiovisual piece that premiered during the “Awe Dropping” Keynote last September, where the iPhone 17 was presented. It has been released today, coinciding with the 14th anniversary of Steve Jobs’ passing, adding a tone of tribute and reflection.
The piece moves to the rhythm of a song composed by Hannah Peel & Manchester Collective. It creates a serene and minimalist atmosphere that reinforces the idea that technology can be both functional and emotional. The visuals combine shots of iconic products like the iPad with Apple Pencil, AirPods Pro, and Apple Watch Ultra, with sequences of the new operating systems iOS 26 and macOS Tahoe 26, which stand out for their fluidity and naturalness.
The video has been interpreted as a tribute to Steve Jobs and Jony Ive, the great architects of the visual language that defined Apple. Both understood that design should disappear to give way to experience, and that vision remains at the core of the company twenty years later.
According to Apple in a statement: “Every product, every interface, and every space we create responds to the same idea: that design is a tool to connect human emotion with technological innovation. Because design is not just how it looks. It’s how it works.”
Watch | YouTube
