TECHNOLOGY giant Apple has launched a campaign to remove the negative connotations of the word gimmick.
Gimmicks for everyoneThe company, which is also preparing to release its iPhone 6, has started a multimedia campaign entitled Why Gimmicks Are Great.
A spokesman said: Often we describe a piece of technology or a function of it as just a gimmick without even stopping to think what that means.
If you look at the history of the word gimmick comes from gimmagical which in the ancient Welsh tongue means cool thing that brings wonder to your life.
In Welsh legend the gimmick is a mystical glowing tablet discovered by the hero Nog, which saves his people from famine by giving them recipes based on whatever’s lying around in their hovel, and also works as a torch.
We talk about gimmickry like it’s a trick, when actually it’s a sort of wonderful magic and a way of discovering things you were too stupid to realise you needed, like a button moved slightly to the right.
“Show your support for joy and wonder by buying gimmicky things.
Not that Apple products are particularly gimmicky. Im just talking hypothetically.
Apple consumer Tom Logan said: My friends always mock me for falling for the latest gimmick, now theyre going to be laughing on the other sides of their faces.
I do hope the iPhone 6 has lots of gimmicky features. I feel confident that it will.
