Taimur Asad on October 9, 2025, 7:24 pm

Watch Apple’s ‘Design Is How It Works’ Video Right Here

When Apple announced its new iPhone 17 lineup in September, the event opened to a video that started with a Steve Jobs quote.

The quote pointed to the fact that “Design is how it works,” not just how things look. Now, that whole video can be viewed on YouTube for the first time.

The video’s opening quote came from Jobs back in 2003, but it’s never been more true than it is today. Apple is often seen as a company that makes good-looking devices, but often the real wins come in how those devices function. This video hopes to show that across multiple devices including the Mac, iPhone, and Apple Watch.

“Most people make the mistake of thinking design is what it looks like… Design is not just what it looks like and feels like. Design is how it works.” —Steve Jobs, The New York Times, 2003

The video runs for less than two minutes and is well worth checking out if you’re at all interested in Apple or how design stretches beyond the physical world. The way Liquid Glass buttons interact with other on-screen elements is a great example of this, but there are plenty more to be found in Apple’s new video.

This video debuted during Apple’s iPhone event which saw the iPhone 17, iPhone Air, iPhone 17 Pro, and iPhone 17 Pro Max unveiled for the first time. The new AirPods Pro 3, Apple Watch Series 11, and Apple Watch Ultra 3 also debuted.