Adventures in Apple Clickbait: Shocking, New, Suddenly, Explained

From Gordon Kelly’s “Apple’s Shocking New iPhone Design Suddenly Explained,” posted Friday on

Picked up by MacRumors, a new report from Ming Chi-Kuo, arguably the world’s most acclaimed Apple insider…

My take: That’s where I stopped reading and wished I could take back the click. Kelly had already broken one of Elmore Leonard’s 10 rules for Good Writing:

6. Never use the words “suddenly” or “all hell broke loose.”

Don’t know Elmore (“Get Shorty”) Leonard? Don’t know his 10 rules? The most important (and my favorite):

10. Try to leave out the part that readers tend to skip.

See also: Gordon Kelly’s stuff in Forbes is ‘a malware attack on readers’


  1. David Emery said:
    We’re so glad you click this crap, so we don’t have to! 🙂

    April 19, 2019
  2. Frank Cioffi said:
    I actually wrote to Forbes, asking them to rein this guy in. Not expecting much.

    April 19, 2019

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