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Comment by hkmurakami | Hacker News Reader

>There's less of it, but no less to it.

I must say, I've consistently been impressed with Apple's copy writing.

I might be too Danish to get it but I for one can't stand the full-of-ourselves copy and acting in those videos. I buy many of their products so you might argue that they work anyway but it feels to me like I buy them in spite of the marketing.

Exactly. I cringed so much during that live event because of all the 'amazing', 'great', 'innovative', 'beautiful' word dropping, I paused it a couple of times just to yell at the screen (but maybe that's just me)

Tim Cook's opening remarks were really over the top. You could practically see an "Applause" light blinking every time he dropped a superlative. Phil Schiller, on the other hand, seemed more genuine.

You mean an "Apple-ause" light. ;)

I so want Phil Schiller to take over all Keynotes. He is very clearly the best presenter Apple currently has. I don’t think an Apple CEO has to be a good presenter. Just because Steve Jobs could fill that role doesn’t mean Tim Cook has to force himself to do it, too.

I honestly was relieved whenever Phil Schiller came onto stage today.

Maybe it's a cultural divide but in my experience, in America you're encouraged to be like that. It definitely felt weird to me at first (Asian).

I've actually never seen a Apple product introduction video "live", and rarely see their ads (so maybe I haven't built up the allergic reaction to their language yet).

Superlatives are annoying, yes, but at least in the passage I quoted, I appreciate the word play and efficiency of the phrasing.

I'm getting more and more embarrassed by it each time they release a new product. The new ipod touch is using the slogan "engineered for maximum funness".

Yeah.

Almost as bad as the "Engineered for...whatever" line in the Veloster commercial.

Do you represent Apple? Why would you be embarrassed by what they do?

You've never been embarrassed or cringed as a result of someone else's actions?

Not if they weren't associated with me or my identity in some way.

Check out The Office if you want to experience it (UK or US) or Curb Your Enthusiasm.

I can't watch these shows, I cringe too much. Same with the Hangover 2 I recently watched, too much embarrassment...

I know there are a lot of awkward moments in both of those shows. But it's silly for a person to feel personally embarrassed by those moments.

I think there just isn't a good term for this feeling of vicarious embarrassment.

I don't know if it qualifies as "good", but the internet has coined a term for it: http://www.urbandictionary.com/define.php?term=wahjah

empathy (noun): The ability to understand and share the feelings of another.

http://en.wikipedia.org/wiki/Empathy

Also on MacBook Pro page: "The highest-resolution notebook ever. Also the second-highest".

Even "resolutionary"?

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