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In early June, Apple fanatics gathered in San Francisco for the annual Worldwide Developers Conference to see the latest and greatest innovations from one of the world’s leading brands. As expected, executives took to the stage and unveiled laptops with longer battery life, a new generation of pro-level desktops, and the much-anticipated seventh version of Apple’s iOS mobile operating system.

But something else was on display at WWDC. Apple had a new attitude. Or was it new? Maybe it was simply returning to the forefront in the wake of founder and CEO Steve Jobs’ death two years ago.

During the conference, developers saw a screening of “Intention,” a short film produced by Apple agency-of-record TBWA. In it, Apple took direct aim at its competitors, saying other brands are “too busy building everything to ever really perfect one thing.”

“We start to confuse convenience with joy, and abundance with choice,” the voiceover said.

This is the manifesto-driven style that fueled Apple’s advertising for three decades, and it’s the perfect message to resurrect at this moment in the company’s history.

AdAge proclaimed that Apple was “firmly positioning itself as a conduit to a better life instead of a company that expects your life to revolve around it.”

That’s a wise lesson for any brand, especially one with such prolific products and services as Apple. But whatever business you’re in, the goal is genuine customer satisfaction — not total customer inundation or aimless market saturation. Apple’s reassertion of its core values reminds customers why they love the brand in the first place — because while they might wish they could use an Apple product for everything, they understand what makes Apple great: they do a few things better than anyone else.

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