While giant leaps backwards are indeed not exactly what a hi-tech company is supposed to be about, I'll admit that the time machine metaphor seems to work really well as a way of navigating through backed-up files. It's certainly something that most people will grok.

This kind of thing does make me wonder just how much thought goes into such slogans: did someone just slap it out there off the top of their head, or did Apple marketing specialists have weeks of meetings and offsites to finely craft the final version?