As a side note, I wouldn't call Apple products "magical", maybe to the extent that they make people's money disappear. But that can be explained, somehow, without magic too.
I think the focus of his reply should have been on Jobs' giant ego, which is undeniable.
I really don't understand why so many “techy” people freak out as soon as Apple dares to use the word “magical”. That's certainly much better than calling everything “innovative” and it is self explanatory if you don't play stupid.
Apple deserves to be lauded for not using overly boring adjectives once in their boilerplate blurb.
If a company wants to dazzle me with bombastic statements they can at least try to not be boring.
(I’m also not sure whether it’s hyperbole. I would guess that many people working at Apple actually believe the boilerplate. That might make them deluded but not hyperbolic.)
Tablet PCs have been around for ages, removing the keyboard and slapping IOS on a thin, well made one may be finally doing it right but I'd hardly call it 'magical'.
To paraphrase Arthur C.Clarke, any sufficiently advanced technology is indistinguishable from magic. Since most users _don't_ understand the technology they use, it is "magical" to them.
The real question: is it good magic or evil magic?
From a normal person's point of view, what Apple does is, usually, good magic.
I think the focus of his reply should have been on Jobs' giant ego, which is undeniable.