> Steve Jobs with his distortion field used to say RISC was better than Intel right up until they switched to Intel, then the story switched.

He generally made specific claims which were true — for example, when they added AltiVec they talked about media processing and other SIMD-friendly tasks — and then let the press/fanboys generalize that. Towards the end they also started talking about things like battery life or software features when there simply wasn't a compelling comparison like that.