Reality distortion field (RDF) is a term coined by Bud  Tribble at Apple Inc. in 1981, to describe company  co-founder Steve Jobs' charisma  and its effects on the developers working on the Mac project.  Later the term has also been used to refer to perceptions of his  keynote (or Stevenote) by observers and devoted users of Apple  computers and products.
 
     In essence, RDF is the idea that Steve Jobs is able to convince  himself and others to believe almost anything with a mix of charm, charisma, bluster,  exaggeration,  marketing  and persistence. RDF is said to distort an audience's sense of  proportion or scale. Small advances are applauded as breakthroughs.  Interesting developments become turning points, or huge leaps forward.  Impossible-seeming schedules, requirements or specifications are acceded  to. Snap judgments about technical merits of approaches are sometimes  reversed without acknowledgment. Those who use the term RDF contend that  it is not an example of outright deception but more a case of warping  the powers of judgment. The term "audience" may refer to an individual  whose attitudes Steve is intending to affect.
      Often the term is used as a derogatory remark to criticize Apple's  products and its more enthusiastic fans.
The term has extended in industry to other managers and leaders, who  try to convince their employees to become passionately committed to  projects, sometimes without regard to the overall product or to competitive  forces in the marketplace. It also has been used with regard  to hype for products that are not necessarily connected with any one  person.
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     Fake Steve Jobs on the iPhone  4 and reception: Probably the biggest thing I've  taught the team at Apple is that people never know what they're supposed  to think about anything. This is true in Hollywood, in the book  business, in the art world, in politics. And especially in technology. So we put out a new phone and everyone is sitting there wondering  what they should think about it. What I realized many years ago - and  honestly, it still amazes me - is that most people are so unsure of  themselves that they will think whatever we tell them to think. So we tell people that this new phone is not just an incremental  upgrade, but rather is the biggest breakthrough since the original  iPhone in 2007. We say it's incredible, amazing, awesome, mind-blowing,  overwhelming, magical, revolutionary. We use these words over and over. It's all patently ridiculous, of course. But people believe it.
 
We demo FaceTime, and we say that nobody in the world has ever seen  anything like this before. Jonny and I act stunned and gob-smacked, as  if we ourselves still can't believe that we've just invented video chat.
Again, this is utterly untrue, a total and absolute lie. But people  accept it. They hoot and cheer for us.
      The other strategy we use is "clouding". Right now, for  example, we've sent out the following messages about iPhone 4 and the  antenna issues: