1. By: Jamison Stone and Sean Zurbriggen

2. “e” before “i”  Long before the “I” nomenclature, Apple had invested in the “e”.  The Apple online service eWorld was the most notable example from 1994.  Apple was thinking of using this for a whole series of product naming conventions  The “e” name was dropped in the late 1990s with the product eMate

3. History of “i” products  Apple first started using the “i” prefix after Steve Jobs rejoined Apple as the interim CEO in 1997  In 1998 Apple released the iMac to make computer cool again.

4. Why did it start with the Mac?  Ever since Steve Jobs was kicked out of Apple they were not apple to innovate any new products to grow sales and were soon to be insolvent.  Steve believed the Mac and Powerbook line were the most important product lines to save  Steve bet the company on a building a Mac personal computer that was ascetically pleasing as well as easy to use  At the time of construction on the Mac, Apple employed a new marketing campaign called “Think Different” which allowed them to set the stage for their new all in one computer that the industry was lacking.

5. YouTube Clip  The first mac introduction The first mac introduction  http://youtu.be/0BHPtoTctDY http://youtu.be/0BHPtoTctDY  http://www.youtube.com/watch?v=0BHP toTctDY&feature=player_embedded

6. Why did they use “i” in the prefix of the mac name?  During Steve Jobs' presentation he stated that the “I” stood for the internet because he wanted to build a computer that was simple enough for everyone to be able to connect to the world wide web.  Other reasons for what the “I” prefix stood for Individual user “I” or “me” Instruct Inform Inspire

7. How did the “i” prefix come about?  Ken Segall was the man behind the name along with Steve Jobs’ final approval Ken was the driving force behind Apple’s “Think Different” campaign “Think Different, Therefore I am”  Other Mac names included MacRocket, MacMan, and Macster. Steve liked MacMan but it sounded too similar to Walkman or PacMan (toyish)  Ken also wanted to keep Jobs’ philosophy if staying simple and making their customer lives easier instead of naming product lines with confusing number sets

8. Product Lines to Follow “i” suit

9. When did Apple drop the “i”  Started in 2007 with Apple TV Digital media player and micro console  Followed by the MacBook in 2008

10. Why the change?  Several Conclusions New era without Steve Jobs New product categories Lawsuits against apple and their many “I” names

11. No Steve Jobs  When Steve came back he was put in place as the interim CEO and it was said that the products he introduced had “i” in the name because he was the iCEO  The new CEO, Tim Cook, needed to get out of Steve’s shadow to succeed so some say the “i” was dropped from the new products to help him usher in the new era for Apple

12. New Product Categories  Apple showing sign of innovation after the Steve Jobs era

13. Law Suits Started with the Apple Inc. vs Apple Corp (recording label) ○ Began in 1978 and finally concluded in 2007 ○ The two companies agreed Apple would own the Apple trademark, but would allow Apple Corps to use the name for some purposes 2007 Cisco claimed trademark infringement on Apple over iPhone which they said they owned since 2000…the two companies settle out of court 2010 – iCloud Communications LLC claimed the trademark “iCloud”

14. Conclusion  There is no definitive answer to why Apple dropped the “i” nomenclature from its newest products  Apple has not provided a specific answer and anyone can draw their own conclusion.  We think by branding the new products with the company name first allows for the brand equity to thrive and it also allows for easier copywriting/ trademarking over the world wide market