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Summary:

You can probably file this in the ‘And who reads those anyway?’ category, but Apple has updated the boilerplate on its press releases to include the iPhone — a clear indication of how important they consider the upcoming device. If you’ve ever had the pleasure to […]

You can probably file this in the ‘And who reads those anyway?’ category, but Apple has updated the boilerplate on its press releases to include the iPhone — a clear indication of how important they consider the upcoming device.

If you’ve ever had the pleasure to read (or write) corporate press releases, you know that they always end with a brief description of the company that is the same on every release (known as boilerplate). For quite a while, Apple’s read as follows:

Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings.

Yawn, right?

But in mid-2004 Apple replaced the sentence about being ‘committed to bringing the best personal computing experience’ with:

Today, Apple continues to lead the industry in innovation with its award-winning desktop and notebook computers, OS X operating system, and iLife and professional applications.

They also added the following sentence:

Apple is also spearheading the digital music revolution with its iPod portable music players and iTunes online music store.

For nearly three years, it’s remained roughly the same. But in March 2007, after Apple reached an agreement with Cisco on the iPhone trademark, they changed that sentence to the following:

Apple is also spearheading the digital media revolution with its iPod portable music and video players and iTunes online store, and will enter the mobile phone market this year with its revolutionary iPhone.

Considering that the iPod and iTunes didn’t get added to the boilerplate until more than a year after the iTunes Music Store was launched (and two-and-a-half years after the iPod was released), this modification seems awfully expeditious.

So in case you missed the 2007 Macworld keynote, where Steve Jobs stressed that the iPhone would be just as revolutionary as the Macintosh and the iPod, the new press release boilerplate should leave no doubt how important Apple considers it (more than the Apple TV, for instance).

Of course, there was no mention of how revolutionary the Apple II was during the keynote, so maybe it’ll be quietly removed from the boilerplate after the iPhone is released.

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  1. There was a while there where “businesses” and “scientists” was also in the list of Apple customers. It’s amazing how readily they’ve abandoned the enterprise (except for legacy education customers).

    But world-class server products don’t tend to land CEOs on the cover of TIME magazine, so why bother? :)

    1. Agreed. XServe was and is a phenomenal product. It was expensive but I believe has a place in most markets. I used to have an XServe G4 1.33Ghz running my home network w/ open directory, mail server and Time Machine backups to a few drives for all of my computers. It was too loud for my house but I loved it.

      Apple has pretty much abandoned that market and it shows.

  2. Wait, it’s a revolutionary phone?

    The real kind of revolutionary phone, or the poseur kind that just wears a Che Guevara t-shirt and talks about being a revolutionary phone?

    1. Adam Jackson Stu Tuesday, June 8, 2010

      Stu. This is Apple’s marketing and your argument also remains true for Apple’s claim that the iPad is magical.

      We can argue it but Apple sticks to these claims.

      I’d take it one step further where at the release of Apple’s 15″ Titanium PowerBook in 2000, it was a single core Motorola G4 running at 450Mhz. The marketing claim was, “it’s a portable supercomputer.” because it happened to hit 1 teraflop or something like that in processing power when actually it was still just a laptop w/ a mobile chip.

      so try not to read too much into Apple’s “revolutionary” claim.

  3. Do you know what the first Apple looked like? at The Apple Blog Tuesday, May 8, 2007

    [...] 200 of the Apple I motherboards were made before the Apple II was introduced in 1977 and (as Apple still notes in all their press releases) “ignited the personal computer revolution in the [...]

  4. Analyzing Apple’s Boilerplate | The Iphone Blog Tuesday, June 8, 2010

    [...] evolved and released products such as the iPod and iPhone, the boilerplate evolved. Actually, we made a post about this in 2007 shortly before the first iPhone shipped analyzing how the boilerplate has [...]

  5. Analyzing Apple’s Boilerplate « Apple News Daily Tuesday, June 8, 2010

    [...] evolved and released products such as the iPod and iPhone, the boilerplate evolved. Actually, we made a post about this in 2007 shortly before the first iPhone shipped analyzing how the boilerplate has [...]

  6. Analyzing Apple’s Boilerplate :NewsPress.me Tuesday, June 8, 2010

    [...] evolved and released products such as the iPod and iPhone, the boilerplate evolved. Actually, we made a post about this in 2007 shortly before the first iPhone shipped analyzing how the boilerplate has [...]

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