Do "our [superlative] and [superlative] [product] yet" and you have pretty much every product launch

I love when Apple says they’re releasing their best iPhone yet so I know the new model is better than the old ones.

That's at least genuine to some degree. Like, ok, good to know it's not officially a step back... But stuff like "smallest notch ever in an iPhone" is outright misleading consumers when there are other brands out there that easily beat them.

It’s genuine but hilarious to consider the alternative where a new iPhone is not quite as good as the old model and apple states as much.

"our newest and most expensive model yet"

"Best iPhone ever"

can't wait for "our worst and dumbest model yet"

Apple should have used that one for the 2016 MacBook.