Apple’s backhanded PR language has always fascinated me. This announcement about discontinuing the iPod is three paragraphs that don’t mention the iPod and one sentence about how “customers can purchase iPod touch.” apple.com/newsroom/2022/…

It covers the bases of what Apple is trying to say: we believe we have a complete product line for music players that doesn’t include the iPod. The iPod is now available “while supplies last” when previously it was generally available. But you have to infer these statements.

“Customers can purchase iPod touch… while supplies last.” Not you necessarily, “customers.” You should enjoy our modern product line. Other people can buy up the last of our iPod stock.

It’s not dishonest, it’s just an extreme form of a PR idea: don’t say anything you don’t have to say. “We’re not going to make iPods any more” exposes you to misinterpretation, not necessarily of facts but of tone (the iPod is bad, we make bad products)…

…and not necessarily now but potentially later (2025: “We’re proud to announce a revolution in portable music playback, the iPord!”). If the word “discontinued” has a cost and you can avoid it, then avoid it. Let the press fill in the obviously-shaped blank.

Like so: theverge.com/2022/5/10/2306…

(Originally posted to Twitter on May 10, 2022.)