Édouard Brière

Our most advanced technology in a magical and revolutionary device at an unbelievable price.

Bam! That’s their selling point! Somebody gets paid lots of money to write that sentence, and they earn it all, because that sentence will sell several billion of these things.

I had the exact same thought when I watched the keynote today. Jobs even repeated this sentence twice. It’s really impregnating words. Whatever you think of the iPad, you can only agree that this sentence is so right and so well worded: not technical, to the point, and easy to remember. It even sounds like it’s true!

Explaining your product clearly and simply in one sentence is damn hard exercise, and the person who coined that one really did a good job.