Apple's Use of Language

Apple just recently hosted their keynote event where they presented the new iPhones for 2019 along with several other pieces of technology. Apple is very much a flashy tech company that aims to put elegant and rich feeling technology into the hands of average Americans. The design of everything in their company screams fashion trend and people buy into it because it is the quickest and easiest way to feel wealthier with this tech. It's easy to feel that way when the new phone can cost anywhere from $750 - $1100 a piece. Not to mention the material of the phone and the design of it is indeed elegant. I mean look at this phone:

It truly is a gorgeous device and people feel empowered by it. However, some might take a little extra convincing and this is where Apple really steps up their game.

Apple's website is another example of elegance and refinery. They have mastered the ability to sell their devices with words alone. In a video that displays the new set of phones, the narrator uses words such as "uncompromising,"expansive super retina display," "most durable glass ever developed," "reinvents," etc. They are using powerful words to show just how unique this new iPhone is and pushes viewers to feel like they need this ultra powerful device that their lives must surely require. Apple even uses some of the grammatical tools we recently learned about on their website. For example, they use  a polysyndeton to describe their phone design: "A beautiful new gold finish, achieved with an atomic-level process. Precision-machined, surgical-grade stainless steel bands." Looking back at those examples, they may not be polysyndetons, but they are powerful statements nonetheless.

This kind of language use is important for companies because they need to make users feel empowered by these devices and it also urges customers to purchase the next phone, no matter how old their current phone is. Apple does a phenomenal job with this and I must admit that it even makes me want to purchase an iPhone and I'm a Google fanboy. Language is truly a powerful tool.