The creative behind Apple’s famous “i” prefix, Ken Segall, is now proposing a rebranding to better represent the ongoing innovations and evolutionary dynamics of the company’s products.
Ken Segall, the creative genius behind the “i” prefix in Apple product names, believes it’s time for a significant change. Appointed by Steve Jobs as creative director of Apple’s advertising agency during the NeXT era, Segall was instrumental in many iconic Apple campaigns, including the famous “Crazy Ones” commercial and the “Think Different” slogan. However, his most lasting contribution to Apple’s branding is undoubtedly the “i” prefix, which defined the company’s product line since the introduction of the iMac in 1998.
What does that i mean in front of iPhone, iPad and iMac?
The “i” prefix in Apple product names initially represented individuality, the internet, information and inspiration, embodying the essence of what Apple wanted to offer. This branding strategy was a huge success and set the trend for subsequent products such as the iPod, iPad and iPhone. However, Segall now believes that the “i” prefix has lost its meaning and no longer represents the cutting-edge innovation that Apple embodies.
Segall expressed his ideas on why Apple should consider a new brand identity. He stated: “The prefix ‘i’ has to go. It’s meaningless now. Of course, [Jobs] has built [Apple] around it, but remember, the ‘i’ has always been a sub-brand. There may be marketers who say Apple would be crazy to drop the prefix, but it can’t be protected, and for too long there have been companies with internet-connected things that start with ‘i’, and that’s a problem for Apple, known for innovation.”
The future of Apple
Segall’s words are not illogical: if we think about it, Apple gradually began to move away from the “i” prefix since 2007, starting with Apple TV, which was initially to be called iTV. This shift has become more intentional with the introduction of products like the Apple Watch and Apple Vision Pro, reflecting a new direction in Apple’s branding strategy.
The decision to abandon the “i” prefix, however, is not without risks. Apple has built a strong brand identity and customer loyalty over the years, and any drastic changes could potentially alienate its loyal customer base. However, if handled carefully, this rebranding could help Apple better represent the current era and the new generation of users.
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