Designed by Apple in Cal­i­for­nia (37signals) ➟

What’s great about this phrase is that it’s pow­er­ful on more than one level

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Designed by Apple in Cal­i­for­nia is usu­ally pre­sented dra­mat­i­cally and in iso­la­tion. Often you see it after open­ing a flap or unfold­ing a panel. It stands alone as a sin­gle line of type on a solid field. There is never any­thing that dis­tracts from it. The early cube-shaped iPod pack­ages were the best at this. You’d remove the sleeve, unfold two pan­els, and there it was. The next fold revealed the device. That I still remem­ber this sequence says a lot about how pow­er­ful the expe­ri­ence was.