Back in 2011, Mat Honan pleaded with the tech press to stop calling gadgets “sexy.” Use “desirable,” he pleaded, care enough about your audience to use the correct word. He’s not unright.
But a well executed product launch is like an exotic dance. It’s all about the build up, an artful sashay that should reveal just enough — and at just the right pace — to keep the onlookers enticed. Show too much, and the exhibitor is left with nothing more to sell. Show too little and risk the viewers feeling duped. Do it right, and the public will be seduced into making it rain on the first day of availability.
Apple’s long been the benchmark, of course. Products are rumored for years before details attributed to “people familiar with the matter”...
First Click: bringing sexy back
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