Create Twitter-friendly headlines. Apple makes it simple for the media to talk about their products—the company writes the headlines for them. Now, reporters will tell you that they like to come up with their own headlines, but why then did hundreds of them use “World’s thinnest notebook” to describe the MacBook Air? Because it’s the best way to describe it. It’s the world’s thinnest notebook. Period. Steve Jobs always describes a new product with a concise phrase that fits well within a 140 character Twitter post. What’s an iPod? “One thousand songs in your pocket.” What’s Genuis Mix for iTunes? “It’s like having a DJ mix the songs in your library.”
