Respect. The entire design team at Apple flew to London to receive awards for best brand and best design studio of the last 50 years. Let that sink in for minute.
D&AD chief executive Tim Lindsay:
The people, companies and brands celebrated tonight are the true visionaries of the past 50 years of commercial creativity. Their work has changed the way we live our lives, the way we communicate and the way we perceive businesses and each other.
Design is important. Apple has changed how we perceive and interact with things. You should watch Gary Huswit's Objectified to get a sense of it.