Just went to the Apple home page and saw the new iPhone tagline. Um, who is writing these things? It doesnt matter what is going on in the landscape, official Apple advertising should always have an assumed superiority and indifference to any presumed competition. This new slogan "Thats why so many people do" No really? Why are you telling us that obvious fact. Stick to being abstract and God-like otherwise it will take away from the image which is generating all those sales in the first place. Another mis-step in the post-J era.