I completely agree, and listen to Trump speeches for the same reason. Let’s dissect their headline a bit. > Dedicated to the best store experience for everyone

I completely agree, and listen to Trump speeches for the same reason. Let’s dissect their headline a bit. > Dedicated to the best store experience for everyone. What a fun happy sentence. What does it mean? "Dedicated" - By who, to who? The assumption is Apple is dedicated to the user, but likely the inverse is the truth, and the goal. Dependence might be a better word. "Best" - By what metric? The reader assumption is 'most user friendly'. The truth is closer to "spend the most money”. "Experience" - Perhaps most overused word in millennial marketing. It makes you think of a travel adventure, something noble. The truth of this word is connected to “best”. The experience is one of consumption. "Everyone" - Who is "everyone"? The reader assumption is one of inclusion. The reality, of course, is “those who have a compatible Apple device”. So, a little truth reframe: Driving our users to spend more money.