Steve Jobs is known for a lot of things. He was an incredible businessman, a world-class salesman, and he was obviously quite the visionary. When listing Jobs’s top qualities, however, his sense of humor doesn’t typically come up. Jobs was a terrific showman though, and the little jokes he cracked here and there during Apple’s press conferences always helped keep things light. This was actually a very important yet underappreciated element of Apple’s strategy during product announcements. The company’s marketing has always revolved around hyperbole (It’s magic! It’s all screen!). In an advertisement that you see here and there in passing, that’s fine. When you’re watching a press conference and every other sentence is about how magical, revolutionary, and groundbreaking Apple products are, a little

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