The Disadvantages of Calling a Product the Thing

Apple has this very smart linguistic trick that they do where they don't call the thing the thing. They give it a name and then they wait for everybody else to call it that thing. And so all of a sudden, you know that they're named product. It not only is that, but it's the one you think of because you're the one that has to put that together. But even I who have been covering these things struggle to which adjective do I use? Which category to find her thing do I use?"