It&#x27;s not a complete falsehood but it&#x27;s a totally empty statement.<p>Virtually any device you put out that&#x27;s not exactly, spec-by-spec the same, you can say &#x27;never been a product like this before&#x27;. It&#x27;s true and empty.<p>They do a lot of those, they&#x27;re true, hyperbolic, and totally devoid of any significance.<p>For example they&#x27;ll say &#x27;the iPhone 6 was the most popular iPhone ... EVER&#x27;. As if it&#x27;s significant. But that&#x27;s completely unexpected and it&#x27;s not news, either. I&#x27;ll happily take a 10 trillion dollar bet that the iPhone 7 will sell even better. And that the new Galaxy S 6 sells better than the 5, and the 7 will sell better than the 6, too.<p>Or they&#x27;ll say the iPhone 6S is the most advanced iPhone ... EVER. As if, again, that&#x27;s news. As if we think they built a 6S that&#x27;s worse than the 6.<p>It&#x27;s a truthful, hyperbolic, totally insignificant statement. It&#x27;s different from a falsehood.<p>Calling a 3 second video, a photo, in the sense that it&#x27;s a bunch of photo frames, that&#x27;s more of a direct falsehood to me. We use the word photo to denote a still image, and video for multiple frames of photos. But that&#x27;s a marketing gimmick that&#x27;s more ridiculous than it is disingenuous.<p>As for innovation, I mostly agree. The ability to execute extremely well and polish your work isn&#x27;t innovation. It can be driven by innovations of course but it&#x27;s not the kind of innovation we talk about when we refer to Apple&#x27;s history. Since the iPhone 4 I&#x27;ve mostly felt a ton of polish but no real breakthroughs on the phone department for example, tablet wise... mostly just solid iterations like everyone else, nothing fundamentally innovative about the iPad 4 or Air or mini, really. Pro feels like more of the same, split screen we&#x27;ve seen before, styluses we&#x27;ve seen before. Again, executed well and polished.<p>I mean of course there&#x27;s innovation, but it&#x27;s not what sets them apart. Look at Force Touch for example, now 3D touch. People probably missed the fact Huawei demo&#x27;d force touch last week on their android phone. And that&#x27;s a feature we&#x27;d think of as their innovation. Others, like a large tablet, split screen, type covers, wireless charging, a stylus, 3-second videos (called live photos) etc are all seen before.