Words Matter

Recently Apple emailed customers who had purchased the Studio Display XDR with the VESA mount at a higher price, and let them know they would be refunded $400. They did it in four sentences that seems too Applish and yet to the point:

“Thank you for your recent online purchase at the Apple Store. Apple recently lowered the price of the Studio Display XDR – Standard glass – VESA mount adapter configuration you ordered.

We are pleased to inform you that we will provide you with a refund for the difference between the price you paid and the new, lower price. For the most up-to-date information about your order, please visit online Order Status.

Lest we forget, here’s Apple founder Steve Jobs on why Apple prioritizes such lean, functional language:

“Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.”

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