落差
我一般会很期待硬件大改年的官网 iPhone 文案，可惜今年除了发布会太差以外，文案也很糟糕：
The biggest thing to happen to iPhone since iPhone
Thinner, lighter design. So much more than before. And so much less, too.
4-inch Retina display. It's not just bigger, it's just right.
Ultrafast wireless. Browse, download, and stream content at blazing-fast speeds.
A6 chip. Performance and graphics up to twice as fast.
iSight camera. The camera you love now shoots in panorama.
iOS 6. The world's most advanced mobile operating system.
作为一个对比，iPhone 4 那一年，官网文案是这样的：
This changes everything, again
FaceTime. Video calling is a reality
Retina display. 960 by 640 by Wow
Multitasking. Give everything your undivided attention
HD video recording. Life looks better in HD
在北美官网看完之后觉得今年这个文案真心不好翻，于是去看了一眼两岸三地的中文翻译，果然悲剧了：
大陆的：
还记得 iPhone 4 那一年么？两岸三地的翻译都是简单明了力度十足的“再一次，改变一切”。