Apple in the 00’s was a copywriting machine.
The copy for the OG iPod was pure genius: “1000 songs in your pocket”.
Compare that legendary copy to what they came up with for the launch of the new iPhone 17:
“The thinnest iPhone ever.”
That’s all they could come up with for the first copy anyone will see on the apple.com homepage?
Really?
It’s a textbook case of advertising a feature instead of a benefit.