Apple CEO John Ternus says improving the user's experience guides Apple's design decisions, whether that means adding practical features or an animation that simply makes a device more enjoyable to use.

TIME published an interview with Ternus last week, and released the video version on Tuesday with additional discussion about design.

In the video, Ternus was asked how Apple distinguishes a design choice that contributes to a product from one that merely attracts attention. He said teams work together to determine what will make a product better for its users, ruling out ideas that are frivolous or distracting.

That approach apparently still leaves room for playful details. Ternus pointed to the animation that appears when opening the ‌iPhone Duo‌'s inner display, explaining that it serves no functional purpose but can make the experience more satisfying.…