Filed under: iPod Family, Odds and ends, Other Events, Steve Jobs, Apple, Found Footage
Found Footage: The reality distortion field, caught on video
Think Apple's products are "really great," "incredible," "amazing," "really easy" to use, "awesome," "terrific," "incredible," "great," and "amazing"? If so, it's probably because Apple told you that's what they were in last week's presentation. The above video's been making the rounds -- it's all of the adjectives cut out of the recent Apple event, and compiled together into a machine-gun lineup of just how Apple sets up their products.
Now, just because these words kept showing up and being used doesn't mean there's some malicious brainwashing going on here -- it's probably true that Apple really does think that their products are "incredible," and "amazing," and "really great." And let's face it, they've never really been real up-to-date on the language anyway. They probably could use a thesaurus: maybe at the next event, the new MacBooks could be "marvelous," "extraordinary," or "glorious."
But it does show you just how much we're shaped by what we see at these events -- Steve's and Apple's enthusiasm for these things is infectious. Apple's products really are amazing, but it doesn't hurt that most of us sit down to watch, read, or listen to an hour or two of them telling us just how "amazing," "incredible," and "really great" they are.
![TUAW [Cafepress]](http://www.blogsmithmedia.com/www.tuaw.com/media/tuaw-cafepress-promo.png)
Reader Comments (Page 1 of 2)
Speida said 6:42PM on 9-17-2009
The video is funny after all hehe
However the keynote is usually addressed to developers and few mac enthusiastic users, so the same adjectives that other people use, let's say more common people use, are the same, that's because Apple products are great and amazing :D
I'm pretty sure Apple doesn't have to influence the users' decision by bombarding the same words over and over again.
Reply
jesse said 6:57PM on 9-17-2009
The problem with this theory is so few of the people that purchase the apple products ever see the keynotes.
Reply
south said 10:31AM on 9-21-2009
It's not for them, it's for the tech journos who'll spend the next week writing/broadcasting/podcasting about how wonderful all the new stuff is. After that, we buy. Speaking of which, I didn't see the keynote but I have a burning urge to get a new iPod...
Ben said 7:00PM on 9-17-2009
That's what she said...
Reply
waiownsyou said 12:28AM on 9-18-2009
If you're going to use that worn-out one-liner, at least use it appropriately.
macduke said 12:46AM on 9-18-2009
When in Rome...
puhsitch said 5:08PM on 9-18-2009
waiownsyou: That's what she said
mustardhamsters said 7:08PM on 9-17-2009
If you don't think that what you're doing with the company you run merits that kind of language, you probably shouldn't be running it. The best managers are excited about what their companies are doing and say so.
Reply
Ender said 7:15PM on 9-17-2009
That video was great!
And incredible!
Reply
Fred said 7:48PM on 9-17-2009
There sure seems to be a snarky undertone towards Apple on here the last few days.
Reply
Jim D said 8:00PM on 9-17-2009
I love my iPhone as well as MacBook Pro, but I think it's only a matter of time before the 'spectacular' marketing wears on us customers.
How long these keynotes can stay relevant-- the last couple that I've watched I've come away dissapointed.
Brad said 7:51PM on 9-17-2009
Great article.
Reply
puhsitch said 8:24PM on 9-17-2009
That transition from Ron to Steve toward the end was what really cracked me up for some reason.
Reply
Robert said 8:58PM on 9-17-2009
yes but it only works if it's reasonably true - steve balmer could have screamed vista is "really great," "incredible," "amazing," "really easy" to use, "awesome," "terrific," "incredible," "great," and "amazing" and no one would have agreed
Reply
NightOne said 10:00PM on 9-17-2009
All I can say is that video was great, incredible, awesome, and amazing!
Reply
Wheels said 11:56PM on 9-17-2009
Amazing video. but Developers, Developers, Developer, Developers still has the best beat.
Reply
grifmusic said 11:56PM on 9-17-2009
that made me laugh harder than the funniest youtube video - well maybe!
it always seems a little more smooth coming from Steve, but Phil always sounds unnaturally forced with his abundance of positive adjectives.
funny stuff!
incredible!
Reply
Joseph said 12:27AM on 9-18-2009
fantastic!
Reply
David Robison said 2:07AM on 9-18-2009
And presumably edited on a Mac with the truly (really!) incredible FCP.
Reply
Rodan said 4:25AM on 9-18-2009
I find that these presentations more often detract from the experience of learning of the new features rather than enhancing it. Its more fun to dig through the updated Apple website and discover them one by one. Or read TUAW's or Appleinsiders coverage. I think the only reason people watch them is because that is the soonest they can actually find out what the new features are actually going to be (after endless speculation). Otherwise, very few people would pay attention to these presentations at all.
Reply