Lucy Kellaway again on Apple’s refreshing language:
Just last week a reader sent me the following sentence from the blog of Bob Jeffrey, the head of JWT, in which he describes what his vast and successful advertising agency does: “Global consumers are rapidly re-evaluating and readjusting their value paradigms and purchasing decisions. Our job is to keep our ear to the ground with these consumers, providing relevant real-time insight to our clients that inspires cutting-edge, cost-efficient solutions.”
The Apple version of this would be something like: “Consumers can change so we try to keep up.”
Can Apple bring clarity and understanding to language where others fail?