Apple Shares 'Design is how it works' Video From the iPhone 17 Event

Apple has posted a new video to its YouTube channel titled "Design is how it works," a montage that highlights the company's long-standing design philosophy. The video is set to the track "Neon: 1. Shinjuku" by Hannah Peel & Manchester Collective and is framed by a 2003 quote from Steve Jobs: "Design is not just what it looks like and feels like. Design is how it works."

The video was first shown during Apple's 'Awe dropping' special event in September and showcases a wide range of hardware and software interactions across the company's ecosystem. The montage features quick cuts of products like the HomePod mini, Apple Pencil with an iPad, AirPods Pro, Apple Watch Ultra, and more.


The video also highlights many of the interactive software elements from iOS 26 and macOS Tahoe 26, reinforcing the theme of functional design. Clips show features like the NameDrop contact sharing animation, the text selection loupe, Face ID, and various system toggles and buttons. The video concludes with a series of shots showcasing the architecture of Apple's retail stores around the world.

You can watch the video below...