文/Aoi @顶尖文案TOPYS
本文抛开苹果WWDC2013大会对于IOS7的各项技术革新，仅谈论大会上释出的两支TVC。
一、开场概念广告“Designed by Apple – Intention”，全程只有圆点这一基本元素，却通过组合、变幻又一次诠释了苹果简约不简单的理念。
英文原版平面广告，重新掀起人们对长文案的关注
中英文案：
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 inCalifornia.
如果所有人都忙于制造一切，怎会有人能创造完美？
我们开始混淆，以为方便就是愉悦，充裕就是选择。
设计需要专注。
我们所问的第一件事是“我们希望人们获得怎样的感受？”
是快乐。是惊喜。是爱。是联结。
然后我们开始打磨意图。这需要时间。
一个“是”的背后，往往有一千个“不”。
我们简化，完善，从头再来。
直到我们打造的一切可以让它们所触碰的一切更美好，
这样我们才能无愧于这个签名——
加州苹果设计出品。
而不同于"Intention"篇强调设计理念，下面这支则更专注于产品。
中英文案：
This is it. This is what matters.
The experience of a product.
How it makes someone feel.
When you start by imagining what it might be like, you step back. You think.
Who will this help? Will it make life better? Does this deserve to exist?
If you are busy making everything, how can you perfect anything?
We don’t believe in coincidence or dumb luck.
There are a thousand “no’s” for every “yes”.
We spend a lot of time on a few great things.
Until every idea we touch, enhances each life it touches.
We’re engineers and artists. Craftsmen and inventors.
We sign our work. You may rarely look at it, but you’ll always feel it.
This is our signature, and it means everything.
Designed by Apple in California.
就是它。真正重要的东西。
一个产品的体验。它给用户带来的感觉。
当你开始想象它是会什么样子，你停步，你沉思。
这会帮助谁？它会否让生活更好？它有存在的意义吗？
如果你忙于制造一切，你怎能创造完美？
我们不相信巧合，或是纯运气。
每一个“是”的背后，都有一千个“不”。
我们花费大量时间，在少量事物上。
直到我们触及的每一个主意，都能让生活更美好。
我们是工程师，也是艺术家；是工匠，也是创造家。我们为作品负责。
或许你很少看着它，但你总能感觉到。这是我们的签名，它意味着一切。
加州苹果设计出品。
