What you’re saying isn’t as important as how you’re saying it or, more specifically, the kind of wording you use. This is especially true in the tech world and Apple is the kind of wording, which is probably why it’s also the king of the tech world. Tech in Asia took an in-depth look at the kind of wording that Apple and its representatives use and highlighted the clever tricks that the company uses.
Words are important. They are, in fact, a big part of what separates humans from the rest of the animal kingdom. In the tech industry, we often talk about things like visual design and user experience selling products, but words are just as crucial. There’s a reason that Apple announces all of its new products with a lengthy spoken presentation rather than just releasing a slick ad or letting users try the new gear right away. Words have the power to shape our perceptions. In fact, words can convey a lot more than you might think. Take a sentence like this one Tim Cook said during his Apple Watch presentation on Monday: “The Apple Watch is the most personal device we’ve ever created.” The basic meaning is clear: Apple Watch is Apple’s first wearable product, its first entry into the realm of fashion. But Apple’s phrasing sounds much nicer than “this is our first wearable product,” doesn’t it? Those words were specifically chosen not just to convey a meaning but also to convey a mood.