[enraged_camel]

As a side note, what I liked about Steve Jobs is that he almost never used over-the-top adjectives to describe the products he was demonstrating. Rather, he used words like "cool" and "neat." This made him sound a lot more credible and convincing.

[doomlaser]

You're remembering wrong: http://www.youtube.com/watch?v=1ZS8HqOGTbA#t=16s

[theyare]

That was funny!

[jgw]

That's interesting - it's actually Steve Jobs to whom I attribute this trend.

I'm not really an Apple guy, though, so it may be a misperception on my part.

[likpok]

I'm not sure how true that is, given that every Apple product is billed as "The best foo yet."

[enraged_camel]

I don't think the word "best" has the same flair as "beautiful" or "gorgeous." It's actually a very simple word that conveys a very specific meaning. It's strong and perhaps even cocky, but I wouldn't say it's hipsterish or over-the-top.

[raganwald]

Others have pointed out that he could be very superlative, so I'll just say that when he used words like "cool" or "neat," he was super-credible.

My favourite over-the-top Jobs-ism was "Insanely Great." "Wicked Fast" comes in second. He may have overused these terms, but some of Apple's products hit the mark. I really think the Macintosh SE and first iPhone ware insanely great products.

[joelrunyon]

He started using the word "magical" in some of the ads & announcements if I recall correctly.

[melvinram]

That was used to describe the iPad. I'd argue it was a magical device relative to what was on the market at the time.

[mehulkar]

The couple keynotes I've watched Steve Jobs used more superlatives than I thought necessary. And he used them over and over again.