Every time I read an apple press release, I immediately bounce off because of the purposeful omission of the definite article when referring to their products; like "iPhone Air features ..." instead of "The iPhone Air features ...".

It's irrational, but it's like an uncanny valley via text for me.

Good looking phone though.

That bothers me way more than it ought to too. When I hear people saying it IRL I keep thinking that trillion dollar companies are engineering our speech.

What can ya do? :/

Yeah, I noticed this too when watching the keynote. It's interesting and must be deliberate, I wonder why they do this.