Apple's appetising approach

Apple boss Steve Jobs presented his new product delivering yet another virtuoso performance on the marketing keyboard, the daily Kurier comments: "In the beginning 'app' simply stood for application. But now that millions of iPhone users can't and don't want to boil their eggs, write their shopping lists, tune their instruments, get pregnant, think positively, count sheep, make coffee, hang up pictures, predict their mood swings, find their way home …  without their 'apps' it looks like 'app' has become an ingenious abbreviation for 'Apple'. While others do global advertising, Apple makes millions by creating new 'must have' products and sending them on their way to hungry trendsetters. The same goes for the new iPad, for which we can predict a great future (even without the aid of a Fortune Teller app). For skilfully disguised guessing games on the web make Apple products indispensable even before we get to know them: the people who have revolutionised the world of mobile communications are virtuosos at turning it to their advantage."

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