[TutleCpt]

It's a cheesy marketing tactic to refer to anything as magical. Apple started this trend. There's nothing magical going on. Clever maybe but certainly not magic.

[rcoveson]

It’s not as cheesy as nitpicking flavor adjectives with the assertion that they’re not literally accurate.

[blacksmith_tb]

Next you'll tell us that Lucky Charms aren't in fact 'magically delicious'... I think it's safe to say that marketers have been tossing around magic for quite a while, I'd be more willing to believe photo editing could feel magical than marshmallows...

[calebm]

I disagree. I'm sure "magic" is often used as a marketing tactic, but I would strongly caution against believing all people using the word "magic" are doing so insincerely.

[tjohns]

"Any sufficiently advanced technology is indistinguishable from magic." - Arthur C. Clarke

Of course it's not "magic", obviously. But it impressive technology, and it does delight users. It's taking something that was difficult, time-consuming, and complicated and making it painless.

Yes, it's marketing. The point is to get people's attention and sell the product... or at least get them interested enough to read a white-paper for more details. Marketing departments have committed much more egregious sins over the years. The use of "magical" as an adjective isn't even on the radar.

[hyperbovine]

This technology is not sufficiently advanced.

[TheRealPomax]

Apple most definitely did not start this trend. By so, so many decades.

[leviathant]

When product marketers describe some app UX as beautiful, my first thought is, when is the last time this person has been to something like a national park? This kind of language does not appeal to me at all, but clearly it's successful on a certain segment of the market.