Ken Segall believes it’s time for Apple (AAPL) to move away from the iconic “i” prefix that has been instrumental in branding nearly all of Apple’s products. This prefix has been a part of the company’s brand strategy since the era of Steve Jobs. Segall recently expressed that it’s the right time for Apple to undergo a rebranding that better reflects the company’s ongoing innovations and evolving product dynamics.
The name behind the “i” prefix of Apple products, Ken Segall, now thinks that this prefix needs to be dropped. Steve Jobs appointed Ken Segall as the creative director of Apple’s advertising agency to work on NeXT, and he has been serving the company ever since. Ken has been the driving force behind many famous Apple campaigns, including the “Crazy Ones” and “Think Different” ads. Perhaps his biggest impact on Apple’s branding was the introduction of the “i” prefix for products.
The “i” prefix traces back to 1998 when the iMac was first introduced. The branding strategy demonstrated how the prefix symbolized individuality, the internet, information, and inspiration, all of which represented what the company was about. The branding technique proved to be a massive success, setting the trend for subsequent Apple products like the iPod, iPad, and iPhone, all bearing the “i” prefix.
“The ‘i’ has to go. It’s now meaningless.”
KEN SEGALL
If we observe closely, since 2007, Apple has been gradually transitioning into a rebranding phase, starting with the Apple TV. However, a deliberate choice for a different brand name was first made with the Apple Watch and now with the Apple Vision Pro. Nonetheless, the company has positioned itself so strongly in the market that many Apple users continue to purchase its products, even without the prefix, as seen with the MacBook.
Considering developments in the technology sector and the evolution within the company, Segall’s stance on rebranding appears to be sensible. However, many users have expressed their concerns in various forums, hoping that the rebranding won’t follow a strategy similar to the one seen with X.
Source: investing.com
