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Watch Apple’s latest montage highlighting that real design seamlessly integrates form and function for a better user experience.
Apple has uploaded its new video titled “Design is how it works” to YouTube, a short but powerful montage celebrating the company’s core design philosophy. The video first appeared during the iPhone launch event last month, opening with one of Steve Jobs’ most iconic lines: “Design is not just what it looks like and feels like. Design is how it works.”
Set to the ambient track “Neon: 1. Shinjuku” by Hannah Peel & Manchester Collective, the film blends sleek shots of Apple’s products and software moments that highlight how design and function coexist. You’ll spot the iPad paired with Apple Pencil, AirPods Pro in use, the HomePod mini, and the Apple Watch Ultra, all stitched together in a rhythmic sequence that emphasizes interaction over aesthetics.
Beyond hardware, the video celebrates software design too. It captures gestures and animations from iOS 26 and macOS Tahoe 26, from the fluid NameDrop contact-sharing motion to the classic text selection loupe and smooth Face ID unlock animation. Every frame reinforces the idea that Apple’s best design work happens in the details you don’t notice.
The video isn’t a product ad; it’s a statement. It reminds viewers that Apple still believes good design should fade into daily life, that the best interfaces feel natural, not flashy. Released just days after the 14th anniversary of Steve Jobs’ passing, it serves as both a tribute and a reaffirmation of the design principles he championed.
Still, not everyone agrees with Apple’s timing. Some critics have questioned the decision to invoke Jobs’ words the same year Apple redesigned iOS, calling it ironic. Yet for others, the message lands perfectly, a reminder that design isn’t about icons or gradients, but about how things work.
Apple’s montage closes with scenes of its retail store architecture across the world, a nod to how its design vision extends beyond screens and devices. From the iPod era to macOS Tahoe, Apple’s mantra remains clear: great design is invisible, yet unmistakable in how it feels.
You can watch Apple’s “Design is how it works” video now on the company’s official YouTube channel. “Design is how it works” video now on the company’s official YouTube channel.