14 DAY TRIAL // “Selfie personality iPad Mini flat upshot. Hi-def personality dark mode $599 Finder touch iMac touch.” This is just a small fraction of the nonsense that greets you over at appleipsum.org, a site rigged to poke fun at the Lorem Ipsum filler text commonly used by Apple to demonstrate graphics and typography in its apps.
Lorem Ipsum has long been used (not just by Apple) to replace meaningful content – which can be distracting – with placeholder text to allow viewers to focus on things like fonts, page layout, and typography.
According to Wikipedia, the original Lorem Ipsum is a scrambled section of a 1st-century BC Latin text by Cicero (“De finibus bonorum et malorum”) with words altered, added, and removed to make it nonsensical.
“Fill Different”
The tagline is a parody of Apple’s “Think Different” campaign from the Steve Jobs era. Here are a few excerpts from the text.
“Bigger Smart Cover teraflops $199 unlock hi-res FaceTime LTE. Finder Apple Watch HealthKit Jony selfie design one touch. Retina application Mavericks call camera A8X. Retina new A8 chip pinch-out $799 upshot Pages. Slo-mo thunderbolt HealthKit iMac screen Finder Cupertino iPhone.”
“Finder new A8 chip Apple Pay ever retina focus. Selfie remote lock Spotlight iMac upshot pixels wireless Tim slo-mo Finder on the go quick demo. Slo-mo personality pinch-out $799 iTunes AMD. Bigger 6000+ songs 3X faster zoom iTunes HDR SSD.”
Many of the terms used there are new ones, including things associated with the new hardware lineup announced this year, as well as iOS 8 (slo-mo, HealthKit, and AppleWatch), but also references to older Mac-centric things like Finder and iTunes.
Its disclaimer states, “This is a parody site, we are in no way affiliated with Apple.”
Apple iPsum’s purpose
There doesn’t seem to be a purpose to the site, other than to provide a parodied version of Apple’s well-known marketing materials using the terms most commonly associated with its products, including things like Retina displays, Smart Cases, the A-series chips, and even the names of some of the company’s high-profile executives, including Craig Federighi and Jony Ive. The site’s background is dark colored and features a picture of CEO Tim Cook clutching a keynote presentation remote.
The site comprises various sections where users can get instant Apple iPsum sentences, funny rants for Twitter sharing, and parodied Apple graphics and photographs of its executives. Upon each refresh, the text and the graphics get scrambled for complete reusability.
