Currently reading the marketing copy for the new MacBook Air M2 chip, and the marketing language is insanely bizarre.

The Apple marketing team needs to double down on its marketing language. For example, words which are weak include “strikingly”, also notions of “exceptional“, and also notions of “durable.”

Nobody has any idea what “strikingly thin” means. Also, the word “exceptional” is very weak. Also, nobody cares about durability. What they do care about is notions of sexiness, lightness, and new.

Also, I believe the marketing language should revolve around the notion that it is a creativity device.

Also, don’t call it a laptop. Just call it a MacBook.