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Aussie Electrical Appliance Site Current Has Stern Words for Apple

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Apple Steve Jobs+Co. have been scolded for a lot of things, but this is the first time we've ever seen the personal electronics company berated in print for, um, boastfulness. On the occasion of Apple opening a new store in the Newcastle region of Australia, electrical appliance website Current writes:

Whilst there is no doubt Apple manufactures and retails some very popular products, they also have a habit of going over the top in their self-aggrandising. If there were awards for the most breathless description of oneself, this piece of guff, included at the bottom of the press release announcing this store opening, would surely win the grand prize:

“Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork, and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple is reinventing the mobile phone with its revolutionary iPhone and App Store, and has recently introduced its magical iPad which is defining the future of mobile media and computing devices.”

It’s safe to say Apple is not a modest organisation.

· Immodest Apple takes PR guff to new heights opening Newcastle store [Current]