TightWind is written by Kyle Baxter. Stay Hungry. Stay Foolish.

Khoi Vinh thinks Apple’s effusive product videos are tired and unconvincing:

In and of themselves, each video is compelling and aesthetically pleasing. But having over the years watched what seem like dozens of these now, they’ve all begun to blend together. Their hyperbolic declarations — each video touts the newest, thinnest, fastest, most beautiful, most revolutionary etc. — now seem tired.

Agreed. The videos were fantastic when they announced the original iPhone because it truly was something completely new and groundbreaking. Same for the unibody MacBooks and iPad. But while I think the new MacBook Pro is a big step forward, it’s a step forward in a direction Apple’s been heading since 2008. That, combined with how repetitive these videos have become, makes it feel unconvincing.