As a result of good copy doesn’t interrupt your mind. It turns into your mind.
Apple’s copywriters have a superpower.
They don’t write adverts. They don’t write product descriptions. They don’t write advertising messages.
They write ideas that reside rent-free in your mind.
“iPhone 16 Professional. Whats up, Apple Intelligence.” “MacBook Air. Lean. Imply. M3 machine.” “Shot on iPhone. By everybody.”
These aren’t slogans. They’re cultural artifacts. They’re the explanation persons are already saving for the iPhone 17 whereas their iPhone 15 works completely advantageous.
I’ve been obsessive about Apple’s copywriting since they satisfied me I wanted a $3,499 Imaginative and prescient Professional to “see tomorrow, right this moment.”
Not needed. Wanted.
That’s not advertising. That’s thoughts management.
So I did what any rational individual would do. I spent a complete month analyzing each phrase on Apple’s present web site. Each product web page. Each tagline. Each tiny piece of microcopy.
The iPhone 16 Professional web page alone makes use of “you” 208 instances. That’s not a typo. 2 hundred and eight instances.
