It's a cheesy marketing tactic to refer to anything as magical. Apple started this trend. There's nothing magical going on. Clever maybe but certainly not magic.
Next you'll tell us that Lucky Charms aren't in fact 'magically delicious'... I think it's safe to say that marketers have been tossing around magic for quite a while, I'd be more willing to believe photo editing could feel magical than marshmallows...
I disagree. I'm sure "magic" is often used as a marketing tactic, but I would strongly caution against believing all people using the word "magic" are doing so insincerely.
"Any sufficiently advanced technology is indistinguishable from magic." - Arthur C. Clarke
Of course it's not "magic", obviously. But it impressive technology, and it does delight users. It's taking something that was difficult, time-consuming, and complicated and making it painless.
Yes, it's marketing. The point is to get people's attention and sell the product... or at least get them interested enough to read a white-paper for more details. Marketing departments have committed much more egregious sins over the years. The use of "magical" as an adjective isn't even on the radar.
When product marketers describe some app UX as beautiful, my first thought is, when is the last time this person has been to something like a national park? This kind of language does not appeal to me at all, but clearly it's successful on a certain segment of the market.
reply