Wednesday, August 08, 2007

Words that sell

The new iMac comes in 20- and 24-inch flavors, with a redesigned thinner keyboard. Apple also announced updates to its iLife and iWork suites at an event in Cupertino, Calif.

Apple upgrades iMacs

IMovie has been redesigned and simplified. Apple says you can make movies in minutes instead of hours and skim through movies in faster-than-real-time. "At no point did Apple refer to it as 'video editing.' They talked about 'creating movies,' " says JupiterResearch analyst Michael Gartenberg. "Video editing is work; movie creation is something that sounds more fun."

Ordinary words are more intuitive and thus better suited to marketing. Technical terms confuse customers and alienate sales. I started Presto Vivace with the idea of discarding technospeak for ordinary words.

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