>>> first Apple phone to launch Becomes "first ... phone to launch". People don't instantly recognize brand names as adjectives. Part of our brains drops them

>>> first Apple phone to launch Becomes "first ... phone to launch". People don't instantly recognize brand names as adjectives. Part of our brains drops them as we read. An options for a writer aiming for clarity would be "Apple's first phone to launch with an OLED", but that doesn't place "Apple" beside "first". Leveraging subtext and association makes for better marketing.