[mrxd]

Some other fun examples: soft Corinthian leather, Lucky Strike ("It's toasted!"). These fit alongside Madagascar vanilla and artisanal hamburger buns. But "unapologetically plastic" clearly doesn't.

The pattern we should look for is a modifier that creates the appearance of a nonexistent competitive difference. Not a regular bun, an artisanal bun. Not regular vanilla, Madagascar vanilla.

So... not regular plastic, but unapologetic plastic? Apple wants us to believe that this plastic is special because it doesn't apologize? That doesn't even make sense.

It's clear that "unapologetically plastic" means that Apple is unapologetic, proud that the 5c is made of plastic. They want us to believe that this is not a cheap knockoff iPhone, despite being made of plastic, and that's more about affirming their brand values than anything else.

[mc32]

You have a point about "It's toasted" (as they were all toasted) --it'd be like selling "cholesterol-free water". Madagascar vanilla, however, is a variety distinct from Tahitian or Pompona. So, depending on what characteristics you're looking for in the vanilla, you might choose one over the other variety. Kind of like how vintners choose one grape variety over others for specific reasons.