Here at Wordsworks copywriting agency, we’re big readers. Newspapers, books, comics, cornflake packets, whatever you’ve got. And every so often, there’s a piece of writing that reminds us why we love what we do.

It’s here. And it succinctly describes the beautifully simple language used by uber-brand Apple.

The article also happens to fit neatly with our copywriting philosophy: that concise and clear is very powerful. To write words that are effortless to read.

Apple has shown consistently, and ruthlessly, that good language can go hand in hand with good profits.

Amen to that.