Apple Holds Event To Showcase New Release Of iPhones, Watches and AirPods

Apple CEO Tim Cook (Justin Sullivan/Getty Images)

Lightest, thinnest, fastest, strongest

Apple’s smorgasbord of superlatives

9/10/24 9:59AM

Apple product launch event videos have become amazingly consistent, with their slick production, cool music, and rotating cast of enthusiastic hand-wavy executives who can't wait to see how much you love their latest products. These launch videos are practically an Apple product in their own right.

One of the staples of these events’ videos is the breathless parade of superlatives woven into a tapestry of product-babble such as “photonic engines,” “tetraprisms,” “fusion cameras,” and “silica nanoparticles.”

We analyzed the transcript of Apple's Sept. 9 iPhone 16 product release video, and attempted to map which superlatives were applied to which Apple things.

In the colorful spaghetti of this chart, you will find lots of “most advanced,” “lightest,” “strongest,” and “best” used to describe everything from the camera on the iPhone 16 Pro to the chips inside the new AirPods 4.

Click through the panels to see how Apple describes its latest technological marvels.

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