Another reason Apple's so appealing
Its products may be all the rage, but what's really extraordinary about Apple is that its public statements are written in straightforward, easy-to-understand English. That is revolutionary when other companies produce either legalese or gobbledygook and governments the world over corrupt language with bureaucratese. Lucy Kellaway of the Financial Times quotes Apple's guidelines for developers of the downloadable mobile software known as apps:
'We have over 250,000 apps in the App Store. We don't need any more Fart apps. If your app doesn't do something useful or provide some form of lasting entertainment, it may not be accepted.
'We will reject apps for any content or behaviour that we believe is over the line. What line, you ask? Well, as a Supreme Court Justice once said, I'll know it when I see it. And we think that you will also know it when you cross it.'
As Kellaway notes: 'The tone is direct, comic and elegantly threatening.'
How absolutely refreshing.