Movements + Moments: Apple as TFT, continued.

The case for a suggestive name over something descriptive was made in my last post. Now I pose the question, does a name really matter?

This topic needs to start with, "does any one detail really matter?" Think about it. Do the curves on the iPhone really matter? Does the anodized aluminum on the back of the iPad2 really matter? Does the fact that when you pull down with your finger on the interface of the iPad/iPhone it bounces?


If you are selling a commodity, the only detail that matters is how many pennies and who will be the recipient. And if you're not selling a brand, you're selling a commodity. We can take the leap that Apple is selling a brand.

Now, what makes an entity like Apple so successful? Some would say their attention to design. Yes, but dig deeper, what is it in the center of their design? People, or the user experience? Sure, or some might say making technology humanistic, usable and enjoyable. Yes, but taking it even further, what is it about Apple?

Apple cares about the details, the details you don't even know you'll appreciate. How much an iPhone weighs in your hand. How an iPad feels balanced as you hold it. Or the circular interface of the first iPods.

If details are important then there is a propensity for design to be important. If design is important, what one item shows up on every Apple product? The name. So, how important is something that shows up everywhere?

Still a believer in descriptive names?

Still believe Apple would be the same if they were named TFT? Here's a challenge, play your own social experiment over the next two weeks. At every lunch, coffee or casual meeting you have where Apple comes up (which we know it does in many circles) ask the group.

What if Apple started with the name Technology for Teachers (TFT)?

Summarize your findings. We'd like to hear how it goes.

Managing Principal



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