chartier:

Whether you think Apple’s going on the offensive or defensive, the new iPhone 5 product page it whipped out feels… different, but not in the good way. There’s a fair amount of crufty copy, awkward sentences, and non-sentences:

“The A6 chip is powerful but not power hungry.”

“It’s impressive that iPhone 5 gives you long battery life so you can easily make it through your day.”

“The 8MP camera on iPhone 5 captures great photo data, and the hardware and software work together to make behind-the-scenes image and color adjustments. So it’s easy for anyone to take impressive photos in various lighting conditions.”

“Millions of ways to be entertained. From one trusted source.”

“Every iPhone comes with support from real people who know everything there is to know about iPhone and iOS — people you can call at 1-800-MY-APPLE or speak to in person at your favorite Apple Retail Store whenever you have questions or concerns.”

I don’t know. Maybe I’ve been drinking too much pool water. But something feels off.

My take on this is that Apple could be preparing a more serious ad campaign but while it isn’t ready yet, they’ve come up with something like this.