When Phil Schiller introduced the new MacBook Pro with Retina display at WWDC, he said it was most beautiful computer Apple had ever made. In the promo video, Jony Ive said “it’s without doubt, the very best computer we’ve ever built.”
But I mean, they have to say that, right?
No. I think they get to say it.
When Apple compliments their products with such high praise as “this is the very best and most beautiful computer we’ve ever made” they mean it. I have yet to read a review of the Retina MacBook Pro that didn’t say something along the lines of this is the best computer ever.
When Apple says something that sounds like marketing hype, it’s usually not hype or exaggeration. Apple’s products now tend to live up to the claims Apple puts on them — if they don’t surpass those claims.