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Comment by cromwellian | Hacker News Reader

Every release they always say "this is the biggest release ever!" The superlatives, hyperbole, and hagiography are wearing kind of thin at this point.

I'm not saying anything bad about the iPhone, but I can really do without the constant "magical! amazing! beautiful! best ever!" stuff. At this point, can't they just rest on having a great product without the need to amp up the marketing so over the top?

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Surely they always say it's the "best iPhone ever", because it is.

No sane company is going to say "it's the second best <product> ever, the last one was the best and we decided to make the new one worse".

It is hyperbole though, and while no sane company would say its not the second best they wouldn't wear thin saying its the best every time either. It loses meaning each time the change is barely impressive.

How is it hyperbole, though? If the CPU is faster and the graphics processor is faster and the camera is better, etc. then isn't it really the best phone they've made every year? Isn't that the beauty of a statement like that? That you can re-use it simply by making small improvements and suddenly you have the best thing ever. Do you go around complaining about athletes that beat records because they say they're the fastest/strongest/best ever?

What's a realistic alternative? "Here is our new somewhat improved iPhone... Buy it if you want to." Marketing is marketing.

Have you looked at how Google, Amazon, or Microsoft market things? The volume level is not where over the top.

There have been versions of IOS I'd call significant large releases. The issue with Apple is they act like every release is a revolutionary upgrade.

IMHO, build great products， be proud of them, and people will come. The superlative stuff just sounds inauthentic these days.

Quite. I gotta say i love the people at Google is willing to fail on stage, and pull comedy antics (like donning stripper pants in preparation for demoing a exercise bike dock).

When people start noticing that it's Superlative Bullshit Bingo, then it's bad marketing actually ;)

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