I can imagine Apple has quite a few linguists on its payroll; They are still beating the words “beautiful” and “best” to death in their keynotes. It’s tough to not be excited about new features that are debuted upon each release, but it’s also getting monotonous to hear, “Product X is the _best_ version of its kind. Product Y is the _most_ <adjective> we’ve ever created and its pictures are simply _beautiful_.”