Blankbaby

Mac fans are nothing if not obsessive (much like the company they love), and so I’ve been reading Apple press releases for years.

For as long as I can remember they have all included a boiler plate paragraph at the end that starts with, “Apple ignited the personal computer revolution with the Apple II, then reinvented the personal computer with the Macintosh.” The sentences after that vary from release to release but they always started with that sentence. Take, for example, the press release announcing the iPhone 4. Here’s the boiler plate:

Apple ignited the personal computer revolution with the Apple II, then reinvented the personal computer with the Macintosh. Apple continues to lead the industry with its award-winning computers, OS X operating system, and iLife, iWork and professional applications. Apple leads the digital music revolution with its iPods and iTunes online store, has reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced its magical iPad which is defining the future of mobile media and computing devices.

I noticed today, while reading the press release about the new 27-inch LED Cinema Display, that Apple has nixed the computer revolution. Here’s the new closer:

Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork, and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple is reinventing the mobile phone with its revolutionary iPhone and App Store, and has recently introduced its magical iPad which is defining the future of mobile media and computing devices.

The first press release to use this boiler plate trumpeted iPhone 4 sales in late June.

Since I work in corporate communications, I know changes like these are never done lightly. It is interesting that the revolution has shifted from the computer to the mobile space, even within Apple’s PR boiler plate, no?