Yea, I get it... It's just that every single word in these prerecorded keynotes has made it through dozens of screenings and edits and is used with absolute particularity. So I believe that the fact that they used "coming back" for one feature and "adding" for others, when all of those features existed previously and all were taken away during the same generational update for ostensibly the same reasons; is a little disingenuous.
I agree that Apple's presentations are keenly honed; I expect them to think very carefully about everything they say and how they say it. My perception of their marketing ethos is
always project forward momentum, even when taking a step back.
The fact is, just like their competitors they don't always get things right (butterfly keyboard, trashcan Mac Pro, etc); the markets they're in keep changing both as a result of and despite their input; they want to maintain a certain identity both for the company and their products; and they will occasionally want to change their trajectory as their own priorities evolve. But, as I said, you don't advertise in negatives.
That means a portion of their customerbase will notice when they address missteps, changes in the market, or adjustments to their plans. The problem is, we the audience don't always know which of those things Apple is
in their own view addressing, or if they're simply adhering to the identity they want to maintain.
For instance: the MagSafe connector coming back. I saw some early takes on these forums claiming
"see, they're admitting removing MagSafe was a mistake!" Then as more information trickled in we found out that standard USB-C simply wouldn't currently support fast charging at 140 watts on the 16" MBP. Apple
had to provide a distinct connector for technical and usability reasons (a port that looks like USB-C, but isn't, is a bad move). Why not lean on the established MagSafe brand then?
..and once you have to have MagSafe on one of the MBPs you should put it on both even if it's not strictly speaking necessary, because it A) maintains a coherent design across a product generation, B) is good for interoperability when you can expect both products to exist in the same environment and C) makes communication about the products easier.
Would they have stuck with USB-C if it hadn't been a bottleneck? My guess is yes. You can still charge both through USB-C anyway, just not
fast with the 16".
On a kind of related note, there's the notch. A lot of knee-jerk reactions to what a terrible design choice it is. Too wide! Could be shorter if it's just a camera (it's not)! What
hasn't in my experience been given a lot of attention is the fact that the bottom bezel of the screen no longer says "MacBook Pro".
Because it doesn't need to.
I'm not saying the notch was added so that Apple could clean up the bezel. I'm just saying - as with the return of MagSafe - there's a lot of varied thought going into the choices Apple makes. Identity is one of them, and with Apple it's not an afterthought.
Personally I find all of this really fascinating.