WWDC 2013Developers from more than 66 countries descended on San Francisco for the Apple World Wide Developers Conference 2013 for a week of more than 100 sessions, 120 labs and the opportunity to seek advice from over 1,000 Apple engineers. Our CEO Oren Boiman was in attendance and, as such, we thought we’d share some of our reflections as the conference wraps up.

Following Tim Cook’s keynote on Monday, the world is abuzz with talk about iOS 7 (which we’re loving, btw), iTunes Radio’s streaming service, and the brand new Mac Pro. We were particularly struck by the part of Cook’s talk where he discussed emotional innovation.

The following text kicked off Cook’s keynote:

If everyone is busy making everything, how can anyone perfect anything? We start to confuse convenience with joy, abundance with choice. Designing something requires focus. The first thing we ask is, ‘what do we want people to feel?’ Delight, surprise, love, connection. Then we begin to craft around our intention. It takes time… There are thousands of no’s for every yes. We simplify, we perfect, we start over until everything we touch enhances each life it touches. Only then do we sign our work.

Cook also said, “Our goal at Apple is to make great products that our customers love.”

At Magisto we spend a lot of time thinking about emotions; love, sadness and joy. Oren says, “One of the core beliefs we share with Apple is that interaction with hardware and software should be emotional. That’s why we’ve worked so hard to create AI within Magisto that helps users convey genuine emotion in the movies they create and the stories they tell.”

So while we are as excited about innovation and new design as the next person, we realize the need for the machine/human collaboration to produce genuine emotions.

While Oren is continuing to take advantage of all WWDC has to offer, our developers are already at work, checking out the new iOS! We can’t wait to see how our users feel about it!