The Wheel. Reinvented.

Satirical news source The Onion is funny every day (something that can’t even be said for The Daily Show or The Colbert Report), but sometimes they manage to elevate deadpan to the sublime. Today’s piece on the fictional announcement of the Apple Wheel is such a one.

Everything about this piece is perfect. The newscaster frame, as usual. But then the product, which is so credible without being reasonable at all. The brilliant repurposing of the iPhone keypad on screen, exactly the sort of absurd cross-product technology adoption Apple loves to inflict on its users. The insulting suggestion that something much harder is actually easier to use. The send-up of word autocorrect as sentence autocorrect. The perfect recreation of Apple advertising typography, including the effete use of single-word sentences and empty concepts like “reinvention.” The dead-on shlumpy Apple end-user who will literally buy anything. And the final line—oh the final line of the piece…