Comment by sneak
5 years ago
https://en.m.wiktionary.org/wiki/je_ne_sais_quoi
It's not simply a placeholder, but refers to a very specific Apple-ness which most are insufficiently articulate to describe in detail.
You know it when you see it, even in non-Apple products (like DJI, for example).
In that case, let them say "je ne sais quoi", which has a different meaning than "magical". Don't discount the effect of priming (how many times has Apple used "magic" in their product names or ad copy?). If they're trying to make a reference to the hoary old nerd quip, "Any sufficiently advanced technology is indistinguishable from magic", then I'd counter that it doesn't reach that threshold for me.
Telsa, Fuji cameras, Italian bikes...