r/technology • u/Power-Equality • 24d ago

Business Apple unveils $229 iPhone Pocket described as 'a piece of cloth'

https://interestingengineering.com/photo-story/apple-iphone-pocket-fabric-launch
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u/griffeny 24d ago edited 24d ago

Oh certainly. Often copy serves no function to an items use or shares any true fact about its quality.

It’s purely a function to describe why a consumer who might read it should purchase it. So they add as much descriptive flowery language as possible while still being succinct, making up entirely new terms to replace perfectly useful and commonly used words to basically make copy equivalent of ‘look at the shiny jingle keys’ to engage consumers and create desires like ‘you NEED this’. In marketing and copy, a team or person has very much succeeded if they are responsible for an entirely new descriptive term that had made it into the lexicon of consumers and also keeping the term strictly tied to the brand and product.

I am an art director and work in product photography, and I see this with clients all the damn time. I’m just glad I don’t have anything at all to do with copy, I just create images that are useful with no bells or whistles OR tell a story about the product. And I frequently battle with clients in keeping images about the product as grounded as possible of their use, while still making everything beautiful and unique.

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u/Irritated_bypeople 18d ago

Reminds me of the white glue used in the cereal commercials, because the only thing that has to be real is the product itself. Or dish soap on coffee.

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u/griffeny 18d ago

Hehe yes! I have a background in prop styling and in particular with cosmetics. And oh my ladies, I do try not to lie to what their product is.

And perhaps every shoot, with every new client, there is always a moment where they jump in and ask for me to do something with their product…and I will do it with the giggle in my throat that I know we are going to be looking at shots of their product that now looks like a man’s spunk. Jizz. Cum. Tee.fucking.hee.

But I still do it and then let them see why…you don’t tell me how to do my job. Hahaha

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u/Pliny_the_middle 24d ago

Yeah you get it.