Could be worse. They could write it clickbait style.
"You won't believe what's new in the iPad"
"Pros are jealous of these new iPhone features"
"5 new upgrades to Apple Security Bounty, and you won't believe number 2!"
"You won't believe what's new in the iPad"
"Pros are jealous of these new iPhone features"
"5 new upgrades to Apple Security Bounty, and you won't believe number 2!"
It’s anything but lazy. You may not like the style, but it’s a very well-developed vocabulary and they’re extraordinarily diligent about making sure that they speak with one voice.
Imagine how operationally efficient their marketing group has to be as a point on the critical path of everything Apple does publicly.