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He added that the company believes the new Media Smart TV to be "insanely simple".
"Consumers keep telling us they want something that is insanely simple," Mr. Hurd said.
Ken Segall, the ad guru who worked on Apple's "Think Different" marketing campaign and the author of "Insanely Simple," a book about Apple, said that over the years, Apple learned to apply a light touch of humor when it mocked competitors in ads.
It's an insanely simple idea.
He's the author of New York Times Best Seller, "Insanely Simple: The Obsession That Drives Apple's Success".
And he's just written a book about the product marketing lessons he learned from Jobs – an instant best-seller called Insanely Simple: The Obsession That Drives Apple's Success.
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Budgeting and flossing: Both insanely important, super simple, and for many of us, nonstarters.
A deceptively simple, insanely silky lemon and bay leaf ice cream makes for a fitting dessert.
Flight Control The line drawing game that started it all, this app is very simple but insanely addicting.
The plot is insanely cryptic yet deceptively simple.
The financial crisis was not, of course, a simple case of insanely greedy bad guys stealing from idealistic good guys.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com