Apple's Forbidden Words

TL;DR

Apple strategically avoids using certain words, such as virtual reality and artificial intelligence, to maintain control over their branding and avoid unfavorable comparisons.

Transcript

hey what's up I'm Kim BHD here and did you notice something I've been thinking a lot about this over the past couple years of watching Apple presentations and it just became much more obvious watching their latest which was WWDC because in this presentation Apple went through 45 minutes on stage talking about their New Vision Pro headset and they d... Read More

Key Insights

• 🎮 Apple's language choices are driven by their desire for control over public sentiment and branding.
• 📁 The company strategically avoids direct comparisons with other companies or products in their presentations.
• 📛 Apple's preference for unique names and branding contributes to their overall marketing strategy.
• 💠 Language choices can shape public perception and influence how products are perceived in the market.
• 👻 Apple's avoidance of certain words allows them to define the narrative and maintain a positive image.
• 🌱 The company's language choices also reflect their broader ambitions and long-term plans for their products.
• 🎮 Apple's control-oriented approach is aimed at ensuring a consistent and positive brand image.

Questions & Answers

Q: Why does Apple avoid using certain words like VR and AI in their presentations?

Apple aims to maintain control over their branding and prevent negative connotations associated with these words. By not using them, they can shape public perception on their own terms.

Q: How does Apple control their presentation narrative?

Apple controls their narrative by avoiding direct comparisons with other companies or products. They prefer to create an ecosystem where they are the only relevant entity, contributing to their unique branding strategy.

Q: What is Apple's approach to naming their products and features?

Apple heavily focuses on branding and unique names for their products and features, rather than using common industry terms. This approach allows them to differentiate their offerings and make direct comparisons more difficult.

Q: How does Apple's language choices affect their new Vision Pro headset?

Apple avoids using the term "virtual reality" for their Vision Pro headset, as they have broader ambitions for the device beyond VR. They want to position it as an augmented reality experience and control the narrative around it.

Summary & Key Takeaways

• Apple avoids using certain words like virtual reality and artificial intelligence in their presentations to maintain control over public sentiment and prevent potential negative connotations.

• The company focuses on control and comparison, ensuring that their products and their competitors are not directly compared.

• Apple prefers branding their technical achievements and features with unique names instead of using common industry terms.