WWDC keynotes only — for now
Apple Jargon, over time.
We ran 11 WWDC keynotes (2016–2026) through an AI transcript analyzer and counted every buzzword — 2,438 detections across 50 phrase families. Length-normalized, de-duplicated, and every single count traceable to the second it was said.
The hype curve
Buzzwords per 10,000 spoken words — the fair comparison across keynotes of very different lengths. Product names don't count here, only rhetoric — and it has more than doubled since 2016, with the AI era keeping it at record highs.
The AI pivot
"Machine learning" was the preferred term for an entire era — until "Apple Intelligence" replaced it overnight in 2024. And in 2026, "Siri AI" walked on stage out of nowhere.
Share of stage
Not rhetoric — substance: which product owns each keynote, in mentions per 10k words. Watch Vision Pro spike in 2023 and fade, and Siri storm back in 2026. Product mentions are tracked separately and never count into the buzzword metrics.
The vocabulary staples
Universal superlatives form the stable core of Apple's rhetoric — shown per 10k words so the years compare fairly. Even the classics slowly fade as repetition wears them down.
Faster, better, than ever
WWDC hype escalates through the comparative: faster, more powerful, better — than ever. Per 10k words; "best ever / yet" counts collocations only, not the bare grammar word.
Stage rituals
The signature lines everyone smirks at — counted across all 11 keynotes, with their year-by-year pulse.
Every phrase, every year
Top phrase families × 11 keynotes, ranked by total occurrences. The deeper the cell, the more it was repeated. Phrases never double-count ("most powerful" ≠ "powerful").
New this year
Detected by the data, not picked by hand: terms that burst into a keynote (≥5×) while being absent from every keynote before. The vocabulary tells you what each year was about.
What's surging, what's fading
Average rate per 10k words, 2016–2020 era vs. 2022–2026 era — the biggest movers in both directions.