30 Days Of A Gluten-Free Diet • LIFE/CHANGE

So said Tim Cook at the introduction of the new iPad Pro 9.7 last week. It’s exactly the kind of phrase you expect from Cook’s Apple: spoken humbly, but revealing a huge ambition. It mixes a thing that’s familiar (the good ol’ iPad) with an idealistic goal. And Apple likes to workshop these phrases until they have a fine, chamfered edge — it’s not "the iPad," it’s just "iPad." It’s a little confusing, but it’s definitely compelling, and when you first hear it you really want to buy in.