Apple’s new PR boilerplate signals change in direction

I just noticed this today, but it happened a couple of months ago.

There’s no more “Apple ignited the personal computer revolution,” which had been there since at least 1998.

Here’s the new boilerplate, which first appeared on June 28, 2010 in iPhone 4 Sales Top 1.7 Million:

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 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.

And the old text, from June 22, 2010: Apple Sells Three Million iPads in 80 Days:

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.

And back on March 5 — pre-iPad — it looked like this:

Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. Today, Apple continues to lead the industry in innovation with its award-winning computers, OS X operating system and iLife and professional applications. Apple is also spearheading the digital media revolution with its iPod portable music and video players and iTunes online store, and has entered the mobile phone market with its revolutionary iPhone.

This probably says more about Apple than most people are willing to give it credit for.

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