This has been blogged by most people already, but it deserves repeating. Braun/Vitsoe designer (and style icon) Dieter Rams speaking to Matt Warman at the Telegraph:
I am troubled by the devaluing of the word ‘design’. I find myself now being somewhat embarrassed to be called a designer. In fact I prefer the German term, Gestalt-Ingenieur. Apple and Vitsoe are relatively lone voices treating the discipline of design seriously in all corners of their businesses. They understand that design is not simply an adjective to place in front of a product’s name to somehow artificially enhance its value. Ever fewer people appear to understand that design is a serious profession; and for our future welfare we need more companies to take that profession seriously.
Well said. Beyond the companies, we need to individually take responsibility for how we represent and communicate who we are and what we do. Good design involves skill and intelligence and experience. More designing, less looking and feeling.