Apple: Intention

If everyone is busy making can anyone perfect anything? We start to confuse convenience with joy, abundance with choice. Design requires something: focus. The first thing we ask is what do we want people to feel. Then we begin to craft around that intention. It takes time. There are a thousand no's for every yes. We perfect. We start over, until everything we touch enhances every life it touches. Only then do we sign our work: Designed by Apple in California.

I just encountered this video and got me wondering. I get everything except for " start to confuse convenience with joy". What do you think that means? Just asking out of pure curiosity haha.