Why can’t Apple, with all those resources, all that money, and one of the world’s most well known brands, come up with good names for new products. Yes, the iEverything days are over. Good riddance. What replaced it?
Aqua Marine Plus
Great, memorable, and long lasting product names are difficult to create, but more than a few have made it into humanity’s lexicon. As much as we might disdain iEverything as a relic from the Steve Jobs iEra, Apple seemed well on its way to shedding the company’s iPast.
Remember iMac, iPod, iTunes, iTunes Music Store? Apple was on a roll back then. iMovie. iWeb, iWork, iLife, iPhoto. Then iPhone and iPad. iEnough already. Someone at Apple decided the future should not be an iFuture and along came Apple TV, Apple Pay, Apple Music– elegant, simple, descriptive.
Yet, Apple adopted Siri, added Car Play, and came up with AirPods, too. Great, right? Did the Apple marketing executive who came up with all those replacements for iNames leave the company?
Why does it seem that way?
You know a company is living in the past and not living for tomorrow whenever they add a Plus to an existing product name. Toyota didn’t call the Lexus Camry Plus. Honda didn’t call the Acura Honda Plus.
Samsung thinks it has a lock on Galaxy. Google seems to love Pixel. Huawei’s product naming manager hails from Australia, hence the Huawei P30 Mate. Mate, Mate, Mate.
Apple’s latest venture into naming mediocrity is in the form of its new News app. It isn’t really more news. It’s more magazines. The name? Apple News Plus. Or, worse, +. News+.
Dumb. Not elegant. Not memorable. Lazy.
Wait. There’s more. And it gets worse. Apple TV extends the confusion because there is an Apple TV app and an Apple TV remote app. So, now we get Apple TV Channels. What about the subscription plan? Apple TV+
Anything Plus or + is just wrong. Dumb. Lazy. Sorry, that + lacks creativity, panache, zest, and distinction.
Anybody out there remember Aqua Marine Plus? It was an ingredient in a soap brand. Aqua equals water. Marine equals water. Plus equals more water.
Apple has a name problem. Or, maybe Apple has too many products and there are not enough names to go around. I think it’s more the former than it is the latter.
Plus anything is dumb.
Matt Gordon and Nick Foley came up with The 8 Principles Of Product Naming. I sent the link to Apple CEO Tim Cook.