How Apple Uses Semantics to Enforce Brand Consistency

Have you ever noticed that Apple always refers to the iPad as “magical”? Or the App Store as “legendary”? Or the iPhone as “revolutionary”?

As the all-things-Apple blog, 9to5Mac, reports, these adjectives are enforced as part of Cupertino’s comprehensive, obsessive attention to detail. As a result, those “magical iPads” and “revolutionary iPhones” don’t just appear in Apple’s news releases, but also across the company’s marketing materials, internal presentations, and media events. In short: everything.