Boiling Apple down to its adjectives

Steve Jobs. Photo: Apple Inc.
Last week we counted how many times Apple (AAPL) marketing chief Phil Schiller used the words "amazing" and "incredible" in his presentation at the "It's only rock and roll event." (Answer: an incredible 15 times each.)
Now someone who calls himself justanotherguy84 has taken the exercise one step further. He (or possibly she) has posted a 2-minute YouTube video of the entire Sept. 9 event stripped of just about everything but the adjectives.
Ever wonder how Steve Jobs and company leave the indelible impression that Apple's products are really great, really easy and just plain awesome?
Check it out below the fold.
Thanks to reader Urs in Zurich for the tip.
See also:
"Actually, most Apple users were once PC users."
Let me fix that.
"Actually, ALL Apple users ARE PC users."
Is the Mac not a Personal Computer? In fact, one can argue that Macs can be more personal than Windows machines, since most are used for business.
@JKT
I find it hard to believe that you "don't like it one bit" if you actually know the alternative. The alternative to OSX is no longer XP, which I agree, is quite dreadful. The alternative is now Windows 7, which most will regard as easily on par with OSX.
Also, Ballmer was 100% correct with his developers chant. Without the support of developers, Windows would not be as big as it is now, and the iPhone would be no better than a pretty interface and a touch screen, like many current dumbphones. It is because of developers that an otherwise great product like the Zune HD can fall short of the iPod Touch.
It is funny how the comments always seem to degenerate into bashing users of Mac vs PC.
I'm hardly a fanboy or interesting in impressing others with what I have, but I have to say that I'm very happy with my Mac. I was a PC user until just under a year ago and was always hesitant due to change due to concerns about compatibility issues. I have had no problems and only wish I would have made the change sooner. It is so nice to be on a system that is fast (and stays fast), does not come with lots of crapware installed, does not require bloated and expensive security suites, has one-stop local support available for troubleshooting and has some of the best software I've used for music, photos, etc. included free in the box! I like electronics that work and don't require a huge learning curve. I want to use the products – not develop them.
That being said, I'm glad Windows is out there. Competition is good and keeps Apple working hard to stay ahead. And I don't care if I stay in a minority (making an informed decision that does not go with the majority does not make someone an elitist, BTW) and I really don't care what choices other users make. I might even go back to PCs someday, but Windows would have to really improve performance in the areas I mentioned to make me even consider it.
They sound like the chefs on the cooking shows. Great, excellent, beautiful. Beautiful being the most overused.
Had a first gen Zune. Total garbage. Nothing worked. Even the software which is MS to MS.
Switched to an iTouch with NO problems. Will never go back.
lol @ ALL OF YOU because lol'ing at people is funny.
Anyway, in the past few years most of my friends and family who were PC users, to my surprise, have switched to Macs. And a few of them were die-hard PC people. My cousin even worked at Microsoft! When I ask them why, they claimed that their PCs were always getting slower (viruses, spyware, etc). But I tend to think too that it's due to the success of the ipod and iphone, plus all the marketing. Oh and bootcamp. Now with virtualization and Macs running on Intel, it doesn't really matter anymore as the computers are less distinct. Personally, I like running Ubuntu and Vista on my Mac. But I also enjoy building PCs and I can't really do that with a Mac, unless I build some sort of Hackintosh – and I'm not smart nor patient enough to do that.
@Asegul Dupree,
yea, and most iPod users were once Zune users, switchin only due to their "amazingly original" thought.
The usual Apple fanboy rants, there's so much fun to read. You gotta wonder how many of these brainwashed saps just buy Apple products because they hear that they're "awesome". It's the power of suggestions, wielded on the feeble-minded. Take a look at Apple's advertising machine. How can the simple minds resist? Have fun with your iTunes, iEverything. I prefer choice and a computer without imposed limits, not one created by a narcissistic power-hungry tyrant.
Wow. Another truly useless story. Only matched by the boring drone of the ever-present anti-Mac posters.
Ever wonder why all these PC snobs come here to bitch, moan, and try desperately to make disparaging comments? Don't they have anything better to do with their time?
Hmm. Maybe Microsoft pays them troll wages….
I use computers to get my job done, it's just a tool. PC is the only otion at work, other than virus every other month getting thru all the fire walls, etc. no major issues, at home I also used PCs until last March when I decided to get a Mac. Reason:
1. my son is a graphic designer and owns 2 Macs. Showed me all the bells and whistles and how I can work with MS programs without any problems.
2. I lost files and had to clean up my PC several times because of virus.
The interface is great, user friendly, safe, not to mention the ease of managing 3 IPods in the house.
Mac it is now.
If only more people in the MAC community were level-headed, instead of immediately jumping to low-brow conclusions about "non-MAC" products. This is was is most frustrating about the vast majority of MAC users I've encountered over the decades.
Also, the Zune is not targeting the iPod touch. It's aiming far beyond that limited level, seeking to unite multiple levels of entertainment devices (portables, gaming platforms, home entertainment centers).
@RPM.
I don't consider myself a 'fanboy' or 'MAC zealots'.
Your statement about 'MAC users have the blinders on….' is doing exactly what you hate about what some Mac users are saying about the Zune.
I am a Mac and PC user and I don't have blinders on, I have no opinion on the Zune other than it is targeting iPod Touch products.
It is the lame behavior of people like you on the PC and Mac side that create these childish arguments.
LOL @ Caleb
"elitist snobbery". This is a good term for the typical MAC fanboy. Thanks, I'll use that. Anyone who measures that personal value based on their shiny new MACBook should be avoided.
Wow, hit a nerve with some MAC zealots. How entertaining. I just love the herd of MAC fanboys already bashing the Zune when they haven't even tried one! This started months ago. Users need to actually USE the products before they bash them. MAC users have the blinders on and automatically assume that any PC-based product is terrible. They need to open their eyes and come out of the Steve-o-verse in which they're living.
This debate always rears it's ugly head in any mac/pc discussion. I've used PCs since the 386 and custom built my own etc etc. A few months ago I ditched my home PC for a Macbook. Fantastic purchase, bought a refurb Macbook from Apple's website, looks brand new, same warranty, hundreds less (paid for the RAM and HD upgrade I did myself). I think Mac is great, easy to use and works well all round with great features. I am looking at getting a Mac Pro and I must admit I'm not totally convinced at it instead of a PC desktop, there is a HUGE price difference. I can get a lot more PC hardware for much less than a Mac Pro just no Snow Leopard. So we'll see.
So basically, they're being accused of telling the awesome truth. Let's hope they truly believe it.
Nice video.
Mac vs. PC? OS X or Windows? What about Linux? Its free, its easy, its compatible. Sure it doesn't nickle and dime you at the app store, or make you a target for spyware and viruses, but maybe those are things I like doing without.
To those who think Linux is too hard to use, I'd say try out an Ubuntu Live CD, and why not, its free.
"MAC users are content to be spoonfed and kept in the dark. Just like Steve wants it to be."
—
First of all, it's "Mac" not "MAC". I've no idea why so many PC users refuse to understand that. It's not an acronym. Enough with the caps.
Perhaps Mac users are the enlightened ones, not in the dark. Most of us have used (and do use) PC's. And that's why we buy Macs. We *do* know what the alternative is–and we don't like it one bit.
With regard to the article, on the PC side you have Steve Ballmer changing "Developers! Developers! Developers!" If that doesn't prove that Redmond doesn't get it (and is likely insane), nothing will. Apple speaks *to* the users, not at them. They don't just say what you want to hear, they actually implement the features you want to use. Sure, they use "incredible" to describe their products, but the iPhone *is* incredible compared to anything else you can get. I just read a detailed review of the Zune HD and it has only two or three features better than the iPod Touch. The overall experience is flat (and in some cases annoying). It's PC users who are in the dark if they insist on settling for less just to avoid Apple products.
How much independent thought is required to choose the OS that almost 90% of the world uses?
Posted By Asegul Dupree, Providence, RI: September 16, 2009 10:27 AM
Looks to me like you have independent thought confused with elitist snobbery.
I was a freshman in college in 1984. Parties, fast motorcycles, beautiful girls and the Apple vs PC argument were a part of life. It's now 2009. We have parties, beautiful women, fast motorcycles, and people arguing about PC's and Macs. Life's good.
For starters, I've been using PC's since my family's first 286. Been through DOS/Windows blah blah blah, whatever. With my new job, I was given a choice of 15" MacBook Pro or 15" Toshiba. With three PC boxes at home I decided to give the MBP a try. Yes, they're expensive; yes, they look esxy; yes, THEY DON'T CRASH. I format my main PC about once a quarter to keep things in shape. I may even considering buying a MBP for myself. I'm not saying it's "better", you can argue about which one's better all damn day and nothing will get solved. In my line of work, it's useful having both Mac and PC side by side outputting to a wall of monitors and using Synergy KM (Mac OS X) and Synergy (Windows) although it's platform independent (better yet, it's free).
LOL @Jake
You hit the nail on the head there, "you don't understand". That seems to be the best differentiator between PC and MAC users. PC users want to understand what's going on. MAC users are content to be spoonfed and kept in the dark. Just like Steve wants it to be.
i think this is a dumb article. apple makes a way better computer thats more intuitive than pc i have ever used. thats why i like apple. and when your say, at home on your apple pc. you dont have feeling in the back your mind like you just got screwed cause you dont understand what your freaking pc is trying to make you do.
Lol @ Asegul,
I love this statement, "Actually, most Apple users were once PC users."
Really? Where did you get the statistics for this statement, or is this merely an assumption? A statement you made because you believe it so it must be fact?
True independent thought would be to not identify yourself by the computer brand you use, in the end it doesnt really matter what computer you use and that wonderful, great, spectacular piece of electronics in your hand really means NOTHING.
It's all a matter of preference. I've used PCs and MACs and I prefer the PC. I think it's all about technical competence. MAC users want to turn on their computers and use them in a very basic way, like grandma checking her email (Marcio). PC users tend to be more advanced, and the platform allows them to "tinker" and make changes (unlike the locked down Apple hardware). So, using a MAC is like riding the bus (get on, sit down and shut up – you have no say in the matter).
To the person trying to install IE6 on a PC with IE7: Have you ever tried to downgrade a component on a Mac? As for IE, click "Tools", and then select "Compatibility Mode", and add the site you want to run. It's an amazing, stupendous, incredible feature…
Actually, I like Macs. I just can't justify spending that much money on a machine for development. Or I'm just not cool enough to use amazing words.
@ RPM
Such irony. Actually, most Apple users were once PC users. I think making a choice to switch OS's — in spite of all the hassles and expenses involved — is an excellent example of independent thought. How much independent thought is required to choose the OS that almost 90% of the world uses?
I downloaded a new App on my iPhone the other day called iZinger that has perfect comebacks for all of the Apple 'haters' out there!
In all seriousness, I disagree. I use Macintosh and PCs simultaneously and while I agree that Macs are nicer, PCs are just as good. Both get the job done. The only advantage Mac really has is in its interface, which would allow a first time grandma user to use it easily. So, that's it.
I have no problems with people liking (or loving) Apple products. But think about it. If the Apple 2.0 blog is making fun of it, then it's probably pretty damn silly…
I once worked for a large national electronics retailer. I remember in training we were told to try and use 'glamour' words to describe products. It certainly helps.
I want a new colorful amazing brilliant iPod nano for Christmas!
In all seriousness – only people who have never owned a Mac can be happy with PC stuff. I'm off the Windows hook for two years now but yesterday I was steaming trying to install IE6 on the PC with IE7 because one program wanted it to run. Good luck with that
Apple has to use colorful, repititious words so the iSheep can follow along! They are incapable of independent thought.



Pc's are great for a lot of things, but I think this idea that Mac users are brainwashed by all the advertising is rediculous. Advertising is everywhere and on everything.. The notion that someone is that suseptable to Mac ad's is bogus, and logically if they where, then they would probably be suseptible to every other ad out there and wouldn't be able to make a decision on purchasing anything.
Mac ads are DEFFINATELY full of tons of happy words and pro Mac propaghanda.. but do you really expect anything else? Do you honestly expect them to pay for an ad that says "Hey if your a gamer you probably shouldn't get our computers cause most gaming companies don't make apple versions of their games!"
The whole point of an Ad.. or a live presentation for that matter is to promote yourself.. every company does it, and they all sound corny.
As well I think MOST mac users are incredably informed about their purchases. I believe that almost anyone looking to buy a mac thoroughly researches their purchase for at least a few months, as I did, to make sure they can find the value in such a high end purchase. The proof of this is in their stores. Every apple store is just a giant test center for they products. Barely any stock on the floor. Just a store full of displays for people to learn about their product. They do this because they know they are more costly then their competition and people need to experience and learn about the product before they will buy it.
That being said.. are they really lying about anything in their commercials? Do their products not perform and enhance the user experience exactly how they say they do?
I got my Mac two months ago after researching and pondering it for nearly a year, and I really couldn't be happier! Not that I was particularily unsatisfied with my PC. I never had any MAJOR problems with it, and it deffinately got the job done.. and once I bought my Mac I gave my PC to my mom and she absolutely loves it as it's perfect for what she needs a computer for.
Overall though my iMac performs that much better then my PC ever could , and I have alot of added value in the things I want a computer for, that PC just can't really handle (mainly recording music and vdeo editing).
I don't recommend anyone just go out and drop 2 grand on a Mac cause you saw a cute commercial.. and if you just use a computer to check email and browse the internet.. then a Mac really isn't worth it. But if you are considering it then go play with one at any re-seller.. they really are kick ass machines. I REALLY am having alot of fun with mine!!!