3 Buzzwords Apple Always Uses (that Make Me Cringe)
Article by George Norman
On 08 Sep 2016
If it ain’t broke, don’t fix it. Apple’s marketing team must strongly believe that, otherwise they’d stop using the same tech jargon in all their press releases.

Now, I’m not an Apple hater. But seeing these words show up on time and time again is enough to make anyone grind their teeth and angrily say "just stop it already!"


1. Apple products are "the world’s most advanced" or "the most advanced [product name] ever"

Back in 2012, Apple previewed iOS 6, touting it as "the world’s most advanced mobile operating system." That same year, Apple released OS X Mountain Lion and presented it as "the world’s most advanced desktop operating system."

Skip ahead to 2016, and nothing’s changed. iOS 10 is "the biggest release ever of the world’s most advanced mobile operating system." And the iPhone 7 is "the best, most advanced iPhone ever."

We get it Apple. All your products are the best. Ever!

2. Everything about Apple is "innovative"

When Apple introduced its first smartwatch, it presented it as the company’s "most personal device yet and the newest innovative addition to Apple’s ecosystem."

When Apple introduced Swift Playgrounds, it presented it as "an innovative new app for iPad that makes learning to code fund and easy for anyone."

When Apple introduced the AirPods, it presented them as "innovative new wireless headphones" that provide "a wireless audio experience not possible before."

What about the iPhone 7 which, as mentioned above, is the most advanced iPhone ever? According to Apple, the iPhone 7 is "packed with unique innovations that improve all the ways iPhone is used every day." And according to Philip Schiller, Apple’s senior vice president of Worldwide Marketing, the iPhone 7 and 7 Plus "dramatically improve every aspect of the iPhone experience, reaching a new level of innovation and precision to make this the best iPhone we have ever made."

But the thing that takes the cake is calling a color innovative. You see, the iPhone 7 introduces two new black finishes: matt and jet. How does Apple describe the new Jet Black color? Obviously, as an "an innovative jet black finish" that is "accomplished through an innovative nine-step process."

But be careful! The shiny Jet Black scratches easily. Apple officially warned that "its high shine may show fine micro-abrasions with use."

3. Apple constantly "reinvents" products

Let’s focus on the latest product Apple reinvented: the wireless AirPods. Here’s how Philip Schiller describes these things.

"AirPods are the first headphones to deliver a breakthrough wireless audio experience, and with the new Apple W1 chip they deliver innovative features including high quality sound, great battery life and automatic setup," said Schiller. “AirPods are simple and magical to use, with no switches or buttons, automatically connecting to all your Apple devices simply and seamlessly, and letting you access Siri with just a double tap. We can’t wait for users to try them with iPhone 7 and Apple Watch Series 2."

Get it? They’re magical to use!

Samsung’s Gear IconX wireless earbuds have nothing on Apple’s AirPods. Except for the fact that they don’t need to be paired with a phone, can track your workouts, have touch controls, and don’t look like someone cut off the wire.

Tags: Apple, iPhone 7, AirPods, GIF, animation
About the author: George Norman
George is a news editor.
You can follow him on Google+, Facebook or Twitter

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