Apple designs their products for an emotional response. Start by asking "what do you want somebody to feel" and then they craft around that intention

The question we asked was, “Our customers want to know: Who is Apple, and what is it that we stand for? Where do we fit in this world?"

And what we're about isn't making boxes for people to get their jobs done, although we do that well. We do that better than almost anybody, in some cases.

But Apple is about something more than that. Apple, at t