The new Apple products are still very Apple and introduced to the market in an Apple way. Think different still counts.
Take Apple Photos. It is the replacement product for both the consumer and professional products iPhoto and Aperture. Apple Photos was received with criticism because of lacking functionality.
Two existing products had to be replaced because they had to change. The fact that it will take time before the missing functionality is back is fine with Apple.
Power of the ecosystem
Then Apple Watch, the first real smart watch. Developers see opportunities through the power of the ecosystem. Again typical Apple, after all, as Jobs in 2004 said “the core technology [or consumer devices] is going to be software” and after iPod, iPhone and iPad that is also the case with Apple Watch.
And the latest addition is Apple Music, in which Apple took the old concept of Radio and give it a new look with Beats 1, the radio station that broadcasts live from different cities around the world.
The real big change
The real big change is that all these products are all brought directly under the Apple brand on the market: the strong Apple brand is followed by a descriptive name.
Apple is apparently abandoning the unique – recognizable – one word names such as Mac, iPhone and iPad for products.
This is in itself a logical “top-down” decision. In this way Apple Photos, Apple Watch and Apple Music all contribute immediately to the Apple brand.
However, if you look “bottom-up” I am convinced that when Apple had given all products unique names, such as iWatch, it would really contribute to the success of Apple. The success of iPod and iPhone were instrumental to the success of the Apple brand. You do not hear many people saying “I want an Apple”, but in stead your hear “I want an iPhone for my graduation”.
Unique names make it also easy to talk about your products. “I stream music from Beats on my iWatch” is much better than “I stream music using Apple Music on my Apple Watch”. Consider also the search query “how to edit photos in photos” which is weird in itself. In the result you find not only Apple Photos but also Google Photos. Or just search for “apple photos” and indeed you get photos of apples.
With beautiful brand-worthy products you make as a brand difference. With unique names you make it even easier to talk about them. And that is precisely the purpose of a brand!
Written by Michiel Maandag - thebrandbite.com