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

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

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

[in-text-ad]

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’