Bad Grammar, Human Product

The stuff we use the most becomes humanized, and Apple caught on to that a long time ago…

Apple refers to its products grammatically as persons and not as objects.  If Steve Jobs is talking about an iPod, an iPhone or an iPad, he will say “iPhone does this” or “iPad does that”, instead of “the iPhone does this” and “the iPhone does that.” You would use the former version to refer to a person, and the latter to an object.Its extremely smart because its so subtle. Well bet most people havent noticed it. And yet its exactly the kind of thing that works. It sends a bunch of powerful subliminal messages about Apple. Our products are unique and very valuable. Perhaps as importantly: We dont speak about our products in the same way as our competitors.

via The Secret to Apples Success: Bad Grammar | The Atlantic Wire.