“One more thing” I Learned from 10 Years of Doing PR for Apple
Cameron Craig

Apple did a great job of influencing what fairly nebulous terms — “Amazing”, “incredible”, “innovative”, “Magical” — mean to the public. By showing how a product assumes one of these adjectives, Apple put a tangible meaning on phrases. So, when you looked at an iPad when it first came out ( and mass audience didn’t know what to do with it) , you subconsciously think “wow, thats pretty amazing and innovative!” That is pretty cool.

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