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Wednesday, January 10, 2007, 06:00 pm
Macworld: Apple drops 'Computer' from name, alters branding scheme
Claiming that his company's original name no longer reflects the products it offers, Apple chief executive Steve Jobs on Tuesday announced that Apple Computer would be renamed Apple, Inc., and revealed new product branding to match.In his opening keynote address at Macworld San Francisco, Jobs explained that the addition of Apple TV and iPhone to Apple's product range means that only one of the company's four product lines, the Mac, now represents what many would consider a true computer.
The Apple cofounder argued that traditional computing was now just a part of his firm's overall business strategy, which now focuses heavily on handheld devices and those built for the living room.
"We've thought about this... and we thought maybe our name should reflect this a little bit more than it does," Jobs said of the change.
In addition, Jobs said Apple has begun altering its product branding to emphasize origin of its electronics devices. Conspicuously, the company has rebadged its media streaming hub (once codenamed iTV) as the Apple TV, substituting its distinctive corporate logo in place of the written 'Apple' title on the product itself, the packaging, and its official website.
Apple chief executive Steve Jobs announces Apple Computer, Inc. is to be known hereafter as Apple, Inc. .
The iPhone has received near-identical treatment as part of its introduction and sees its name prefaced by the Apple logo at its own product page. Neither iPod nor Mac hardware has yet to undergo such extensive rebranding, though boxes for the second generation versions of the iPod nano and shuffle now feature a prominent logo immediately preceding their respective names.
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Previous Comments View All
I for one, already miss the "computer."
Oh get over it, it's just a bleedin' name. Who really gives a shit. Everyone called them Apple anyway. And they want the living room, so. The Mac is stronger then ever, and Leopard is a comin', so chill out. Now where's my Apple television?
Sorry, It was badly written, sounded like the Apple was being substituted, not that it was substituting something else.
parky: snip, snip...
I do hope that Apple will continue to focus a lot of attention on its Mac line: it would be a real tragedy if they were to get distracted by the other cool toys that they are developing. I know it's only a name, but a name can mean a lot. Shakespeare quotes, notwithstanding, this is sometimes the truth.
Oh get over it, it's just a bleedin' name. Who really gives a shit.
Well, obviously you must give a shit as you felt it necessary to 1)use bold font and 2) use profanity.
I don't think I was being unreasonable in expressing a touch of nostalgic sentimentality. I didn't say it was a bad idea or even complain.
Of course, I could go farther. My Apple loyalty stems from the Apple and Mac computers that I have used for twenty-some-odd years. I like my iPod and I plenty covet the iPhone, but if the iPhone and iTV flopped and the iPod became irrelevant over time, I wouldn't care too much so long as Apple was still making computers that I loved. Don't get me wrong--I like that Apple has gained superstar status lately. Its nice not being derided by my peers for my choice of computers and to be envied, well that is just cool.
Of course, I wasn't smart enough to buy APPL 2 years ago when I sorta had some money--I'm sure I would have a different opinion then...
The silicon valley company formerly known as "Apple Computer Inc."
Sorry, I had to do it.
The silicon valley company formally known as "Apple Computer Inc."
Sorry, I had to do it.
And you couldn't even bring yourself to use "formerly"?
It's a very significant change in the company's direction, and I'm very excited about it. Apple can finally grow beyond the limitations of the computer business. Just as Steve demonstrated, there are one heck of a lot more phones in the world than there are computers, so it's only logical that the best place to put a far-reaching computer is in a phone. Isn't that cool? It's really great. BOOM! 
Also, if all computers were to be replaced tomorrow with curved multi-touch workpads with networked group interactivity, I would be more than happy to kick the old style computer out of my office.
The computer is way overdue for a major re-concepting and Apple+Steve is the only company with the vision to do it.
Oh boy... here comes Apple Records again!
Oh boy... here comes Apple Records again!
Actually, that was my first thought too!
Apple Corp. Vs. Apple Inc. I'll never get through those articles...
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I for one, already miss the "computer."
I know it may make sense with the direction of Apple's products, and their fortune may lie outside the computer line, but to me, part of the reason I love Apple is because of the AppleIIc I bought with my own money in high school...