Yesterday evening, my daughter noticed an iPad had been removed from its case and held up the empty one asking what gives? My immediate response, "What you're looking at is the THINNEST, LIGHTEST, iPad we've ever produced. It's 127% faster than the case alone. And now for something we know you're going to love. In the past you've enjoyed lunch, and you've told us about how much you liked late lunch. Tonight we have something really special for you, and I can't wait to tell you about it. Introducing dinner."

The thing is, when Steve Jobs spoke such words unironically, the apple fans swallowed every word whole. And the non-fans were comparing it to existing products but also didn't really remark much upon it. But yeah, when they keep repeating it when there is nothing new to report...

"Unapologetically nutritious."

Lmao, thanks for making me laugh at work.

I am not a native speaker but the repetition of "best X we have ever built" or "best X yet" or "most advanced" and their unimaginative variations took away what could have been one of the best (pun intended) product launches of the year.

Not only, but the overuse of "Product X is the best $thing we have ever made", while hearing also "and we completely redesigned it" pretty much every year creates the overall impression that they keep getting things wrong.

It's a content-free statement, so it always makes jump to thinking about a sad distant future instead. Like a heat death of the universe, or when there is just a decline in economies of scale, the next phone might cease being the best ever produced.

Apple site on the XR: "Brilliant. In every way."

Reminds me of Fury Road: "I had a baby brother! And he was perfect in every way!"

Their lack of vocabulary is INCREDIBLE.

Their ability to communicate to terrible english speakers is also incredible.

Sad attempt to continue imitating the speaking style of Jobs. I'm sure Steve would have moved on to new adjectives, or mixed things up a little more, if he was still with us.

Not much the choice of word but the context of use, when Jobs said something you knew, being Jobsian elitist, it meant something. The boys today on the other hand.. feels like a cult a little bit.

Not to mention if the product isn't the "best" they've ever made, what good is it? Saying "best" at a new product announcement might as well be replaced with "newest". And how stupid does that sound?

also “this is breakthrough” all over the place. not a native English speaker but this sounds wrong to me.

It is wrong. And it's annoying.

"Immersive"

There is a joke here somewhere relating Apple's marketing speak and Trump's speech patterns...