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'S' Is for speed: why Apple treats the iPhone like a black box.

Publication: Macworld
Publication Date: 01-AUG-09
Format: Online
Delivery: Immediate Online Access
Full Article Title: 'S' Is for speed: why Apple treats the iPhone like a black box.(Editorial)

Article Excerpt
When it comes to describing the iPhone (and its phone-less counterpart, the iPod touch), Apple doesn't want to use the geeky tech language that we use to describe computers. Instead, Apple presents the iPhone as a black box that's powered by a special brand of technological voodoo. Or maybe elves. Or magic beans.

What's Inside?

When I recently sat down with Bob Borchers (Apple's senior director of worldwide iPhone product marketing) to talk about the new iPhone 3G S, he made it clear that Apple doesn't like to use "the usual speeds and feeds" in talking about the iPhone. He prefers to say simply, "Overall, it's a quicker, snappier experience." Or as Phil Schiller (Apple's senior vice...

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New desktops discussed.(Letter to the editor), August 01, 2009
Overheard on the forums.(Letter to the editor), August 01, 2009
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Forum faux pas.(Letter to the editor), August 01, 2009
Product predictions.(Letter to the editor), August 01, 2009

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