Apple:

This is it. This is what matters.

The experience of a product. How it will make someone feel.

Will it make life better? Does it deserve to exist?

We spend a lot of time on a few great things, until every idea we touch enhances each life it touches.

You may rarely look at it, but you'll always feel it.

This is our signature, and it means everything.

Evgeny Morozov:

The benefits to consumers are already obvious; the potential costs to citizens are not.

Steven Aftergood:

Somebody is going to be unhappy at the end of this process. I hope it's somebody else.