Surface, my Surface
“John Ternus, Apple’s new CEO, helmed the company’s annual showcase of new iPhones and other products on Wednesday.”
They’ve surfaced another denominal verb, “helmed”, being used transitively, figuratively and fatuously.
He led, was at the wheel thingy that steers the ship, did the Jobs caricature, corporate pirate in a black turtleneck, on the corporate Titanic, TJS (Their Jobs Ship) Apple, above mere corporate leadership, on another plane, or ship. That’s what it means. So much more than mere piloting.
I’m all in. I’m just wondering how Apple got the media to surface helmed. That effort deserves its own new denominal verb.
Apple jobsed helmed. That’s if they forced the issue using access as currency.
Otherwise Apple seeded helmed, using free products as currency.
Either way, congenial job siri.
offshore westerly 