Apple Returns to Its Roots With First Post-WWDC Commercial

Throughout its Worldwide Developers Conference Monday, Apple played up its pride as an American company. It shifted to naming its Mac OS X after California locations, rather than cats — and revealed a new Mac Pro assembled in the United States.

Apple will continue to emphasize the point in its first post-WWDC ad, a moving video that focuses on Apple's design philosophy and the words that appear on the back of every Apple product: "Designed in California."

"We spend a lot of time on a few great things until every idea we touch enhances each life it touches," the company says in the ad. "We sign our work. You may rarely look at it, but you'll always feel it. This is our signature. And it means everything."