"We spend a lot of time on a few great things until every idea we touch enhances each life it touches," says Apple in their latest television spot, which debuted during the first day of the WWDC developers' conference yesterday. In the ad, Apple ditches their usual hip and colorful commercials for one that is more laidback and promotes the philosophy of the company, rather than a single product—which is something a little innovative within itself.

During the ad, Apple's products (iPhone, iPad, iPad Mini, Macbook Pro and Air) are obscured and causally shown from the side or from a distance, instead of head on. This puts focus on the people using the products, and the emotions and experiences Apple believes its products can enhance for their owners. The commercial ends with the "Designed by Apple in California" signature that is on all of Apple's devices. 

What do you think of the switch of style in Apple's new ad?

[via Business Insider]