Is “Awe-Dropping” the New “Insanely Great”? Apple’s Language of Hype

Apple has a long and storied history of using specific, powerful adjectives to describe its products, from Steve Jobs’ famous “insanely great” to the current “awe-dropping” tagline. This carefully chosen language of hype is a key part of the Apple marketing machine, designed to frame its products as not just new, but revolutionary.
The term “awe-dropping” is a clever play on “jaw-dropping,” meant to evoke a sense of wonder and amazement. It was clearly chosen to align with the visual impact of the ultra-thin iPhone Air. Apple wanted to prime the audience to be amazed, to see the new design as a moment of genuine technological spectacle.
This type of marketing language serves to elevate an incremental update into a perceived generational leap. While the iPhone 17 is an evolution, calling it “the biggest leap ever” creates a narrative of groundbreaking progress. It’s a way of shaping the public perception of the product before it even hits the shelves.
While critics may see it as hyperbole, this linguistic branding has been incredibly effective for Apple. It helps build excitement, drive media coverage, and create a sense of eventfulness around each product launch, turning a simple tech announcement into a cultural moment.