Apple came under fire for overseas production in May of this year.

It took them exactly one month to respond with this TVC, which was launched in tandem with the unveling of the new Mac operating system, now named for the world-famous California surf spot, Mavericks (no relation).

The video that began airing this week, shows the mission statement and intent behind the production of every charger, every phone and everything in between. Here’s the ad transcription, word for word:

If everyone is busy making everything, how can anyone perfect anything? We start to confuse convenience with joy, abundance with choice. Designing something requires focus. The first thing we ask is: What do we want people to feel? Delight. Surprise. Love. Connection. Then we begin to craft around our intention. It takes time… There are a thousand no’s for every yes. We simplify. We perfect. We start over. Until everything we touch enhances each life it touches. Only then do we sign our work: Designed by Apple in California.”

It’s hard to deny the fact that the spirit of Steve Jobs feels alive in this video.

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[Source: Vimeo]