"Intention"

I'm not an Apple fan. I'm not a Google fan. I'm not a Microsoft, Sony, or anything else's fan. I'm a technology fan, like I hope you all are.
Therefore I have mixed feelings about companies, and usually, the more I love something the more critic I am towards it.
I love the iPhone, but i dislike many things of iOS. I love the iPad and the iPad mini, but I hate those "Lumia" iPods. I love the MBP and the Air, but I don't really like the iMacs... and so on and so forth. I don't wanna bore you with all of my opinions.
There's one common thought about Apple though that I usually strongly disagree with. Ever heard the word Apple and then "magic" surrounding it? I did, many times - and although I agree that the experiences Apple provides are usually really good, the word magic has another meaning in my book.

During the last WWDC though, two major videos were released, the first of which is the iOS 7 introduction clip. At the time I was focusing solely on the OS itself, but I re-watched that video several times and thought that Jony Ive's word, especially in the beginning, have indeed something magical. The way he talks about design and his voice itself are just mesmerizing.

"We have always thought of design as being so much more than just the way something looks. It's the whole thing, the way something actually works on so many different levels.
Ultimately of course, design defines so much of our experience.
I think there is a profound and enduring beauty in simplicity, in clarity, in efficiency.
True simplicity is derived from so much more than just the absence of clutter and ornamentation.
It's about bringing order to complexity."

I don't know - is just me or these words truly have the meaning Ive wanted to give them? Maybe it's the beautiful background music or the things we are shown in the video, but I find it extremely well done and inspiring.

And that's just the beginning.
If I recall well, just before that, Apple started the keynote with this incredible video.

Rather than a bunch of people working for a tech company, this looks like it was written by a poet...

What do you guys think? I'd love to hear your thoughts!