Back in 1998, Apple announced the iMac computer and the ‘i’ branding strategy was born. This practice of attaching a lowercase ‘i’ to the names of their products has proved to be a masterstroke. And of course the rest is history. They’ve gone on to introduce other ‘i’ products like the iPod, iTunes, iPhone, iOS, iPad, iBooks and so on. There have also been some very funny uses like when Steve Jobs joked that he would adopt the title iCEO around the time when he was interim CEO.
Fourteen years later and the ‘i’ strategy is losing steam; we are beginning to see lacklustre names like iSight and iMessaging. And then there’s that matter of what to call their fabled TV. A UK TV station already has the trademark to iTV. Frankly though, Apple has gotten very good mileage out of the strategy.
The time has come for Apple to come up with a new branding strategy. Nuff said.
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