Phil Schiller got a bit of criticism for using the word courage to describe why Apple got rid of the headphone port. It's been received by some as a bit marketing and fluffy. It's also a little bit defensive and maybe slightly Yes, Minister.
I think the deeper problem is that the word is about them and not about what we get.
I'd have suggested they focus on Apple being the company who moves things forward.
No want wants wires. They want great sound and great usability.
Found this useful?
I'm a senior brand and marketing strategist with 20+ years of making tech brands famous and established businesses stay relevant. If you'd like to talk about how I could help yours, get in touch.