Most powerful (xyz) ever...!
It has always struck me as an odd thing to make such a big noise about. Every year in the iPhone Keynote, they make reference to 'The most powerful iPhone we've ever made', and the 'most powerful processor' and various other things. I mean, it's not like they're going to be up on the stage and say, 'This is the iPhone 12, it's not quite as powerful as the one we released last year, but it's still good, honest, go buy it'.
Biting the hand that feeds IT
