here's a little Steve Jobs trick to help you see through the Apple BS of every keynote they've ever done:
Every single VP will get out there an aspect of the item and reiterate at least three times that it is either:
- the best we've ever done/made
The first two are subjective; the third is nonsense and the fourth should make you smack your head and say "no shit" because what were they going to do, go backwards?
note: it'll be some variation on these, but it never strays.
"the largest we've ever made"
and it always starts and ends with this "i'm just a local guy" inflection and diction that makes it feel like they're trying to show you something at a local PTA meeting
Opening: "I'd just love to show it to you."
Closing "and we really think you're going to love this."
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