Resolutionary: The top 8 Applespeak marketing slogans ever

We take a look at Apple's history of creative license when it comes to language

Apple's war on the English language persists with the announcement that its new iPad is a 'Resolutionary' device.

While Apple's colourful neologisms cause much mirth on this side of the Atlantic, it remains committed to portmanteaus, puns, creative miss-spellings and has a habit of using verbs as nouns.

Here's some of the most famous Apple marketing slogans:

Think Different. This one's become so ingrained in the collective psyche of the tech community that few people stop and think, anymore, "hang on shouldn't it be Think Differently"? Steve was adamant that he wanted it to be "Think Different" and it made more sense that way. We agree.

Thinnovation. Ah the first of the portmanteaus, and one one of the funnest (more on that later). Our American friends seem to love these creative word combinations, whereas they're dismissed as being silly on this side of the pond. It's thin and innovative. We get it. It's the MacBook Air.

Trilemma. It's a dilemma in triplicate. This advertising slogan for the iBook suggested that you'd have difficulty choosing which model, although we think this slogan was more likely to just confuse people even more. To complicate matters further this is a rare example of an actual word, albiet a rarely used one.

The Funnest iPod Ever. The what... Funnest how, funnest like a clown? That's not even close to an accepted word. This was probably the one that rocked the most in the UK. We actually quite like it now, but it took a while.

Redesigned. Reengineered, Re-everythinged. Because "everythinged" itself isn't bad enough, you have to confound the point with "re-". The sort of language that keeps the OED compilers awake at night.

Vroom With a View. The sort of pun you'd find in the Sun on Sunday. Terrible. Used to advertise the MacBook Pro. So bad, in fact, that we can't find an image of it amongst all the other 'vroom with a view' puns on Google Image search. Let us know if you've got one.

Rockalicious. Like totally, dude!

Resolutionary. Hah! We bet you thought this was a recent entry. Not so fast... Apple is repurposing this one from an earlier advert for the original Cinema Display, which was also 'resolutionary' for its time.

For all this Apple makes us smile, and we think words evolve and that's a good thing. We enjoy its free spirited approach to language and wouldn't have the Californian-based company any other way.

Feel free to drop any other examples of classic Apple marketing into the comments (you may need to turn autocorrect off as it desperately tries to keep up).

Thanks to Neglossary and Wikipedia.

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Mark Hattersley

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