At the end of Apple's keynote yesterday, Tim Cook rolled out a new ad touting Apple's "signature" if you will.
Video of the ad can be seen below.
And a nice accompanying print ad.
The ad reads:
This is it. This is what matters. The experience of a product. How will it make someone feel? Will it make life better? Does it deserve to exist? We spend a lot of time on a few great things, until every idea we touch enhances each life it touches. You may rarely look at it, but you'll always feel it...this is our signature, and it means everything.