Except that puffery specifically covers claims that are not objectively verifiable. For example "the world's best computer ever!". The claims in the apple presser are clearly verifiable. The language is just... Embellished.
Yeah, it's called "Apple speak". I'm not even joking. For whatever reason, it's been Apple's thing for probably at least a decade and a half. Yes they say it at every release.
Don't ask me why, but it's Apple's thing, and I'm not aware of any other major company that does it in quite the same way. You can find plenty of parodies of it on YouTube if you want.
This was probably the only thing they said that got me riled up. Of course your new one is a multiple faster than the very old and very outdated previous one.
Comparing old-when-they-came-out-and-that-was-still-a-while-ago Intel chips to current-gen MX chips is borderline unethical.
Absolutely unethical. And, also highly effective. Together with the placebo effect, the walled garden, sunk cost, etc, it is almost impossible to convince some otherwise very intelligent people that the number crunching, if that is the primary workload, is a fraction of other systems.
- AMD Ryzen 9 7945HX, released Q1 2023 has 2x the performance of M2 Max 12 core, also released in Q1 2023. Throw in a dedicated GPU, and certain tasks that would take 1 hour, will have you wait until the next day on a M2.
That isn't to say that one is better value than the other, all that stuff is subjective, and depends on needs, blablabla. Just that the original claim of "3x faster than what's on the market", was such a misleading statement when they were comparing it to their old antiquated laptop intel CPUs offerings.
“Up to” is legalese, I think. If you say “x% faster” and there is anything that isn’t x% faster on the new hardware, you may be taken to court and lose.
But I think they make a subtle dig at many other consumer products.
I have seen too many examples, where the "latest" product is inferior to previous-gen.
EG:
- A few car models I am familiar with had adaptive cruise control a few years ago, standard. Now, you need some expensive package. Definitely not "our best model xyz ever"
- Consumer appliances like refrigerators and washing machines just get more expensive, and more complicated, and crappier.
- A key. A friggin door key. How can you make a "next-gen" key that is worse than a piece of metal? Hello, every "digital" key fob. They SUCK! Slow, cumbersome, annoying sounds. Did I say slow? No, many keys are not "the best ever key".
- Ever update Microsoft Windows to a new version? Through today, I am scarred that an "update" to a device will be a regress.
So yea, when Apple says "our best ever", it may sound obvious and trite.
But other companies can't say this for _so many of their product lines_...
Definitely thinnest. Still terrible. I don’t recall if they even attempted “best ever” with that keyboard. I suppose perhaps they would have said that about the laptops that included these keyboards …
My point is “thinnest” can be true without being “best ever.”
I wouldn't call it "subtle". The only time I watched an Apple event I was shocked to find how accurate all the jokes were and how Apple really didn't miss any opportunity to boast about how many millimeters and percent something was thinner than before.
> I have seen too many examples, where the "latest" product is inferior to previous-gen.
You mean like when they removed the headphone jack? Or the magsafe laptop charging port, before adding it again years later? Yes, Apple made many improvements but they still mess up a lot and their software has just as many bugs (I use Mac OS for less than a year and already discovered three easily reproducible bugs/crashes in preinstalled applications).
> Of course you aren't going to release product which is going to be slower, right?
Sure you can, you could release a product which is tad slower but much cheaper than flagship. Typically some cores are binned in the higher end chip to make it lower performance, you could launch the lower end chip later separately .
It was also normal to launch a lower performance chip but that has less idle or total power draw. M1 and M2 series are fundamentally that, there are better performing chips ( by core or total ) than M1, M2 but none at their power draw.
One can use truths to bullshit; that's what media, marketing, corporate do. In this case, phrases such as 'further than ever', 'the most powerful ever made', 'the largest and most .. ever created' are hedged. One has to add many missing ceteris paribus clauses (which cetera is paria?) to make something out of these lines. Media, corporate people don't lie, but they use truths to bullshit.
At the risk of sounding snarky... is this a joke? It's advertising. Advertising is pretty much always filled with over-the-top language. If they could legally say that this device might cure cancer and make you rich, they would!
>"(...) further than ever"
>"(...) largest and most (...) Apple has ever created"
>"(...) the most powerful (...) ever made"
>"performance to a whole new level (...)"
You can say this thing at every release, what's the point? Of course you aren't going to release product which is going to be slower, right?