Apple (NASDAQ: AAPL) began transitioning away from its iconic „i” branding several years ago, instead moving toward „Apple <product or service>” branding. The reasons were pretty clear. Since Apple can’t trademark a single letter, countless others have attempted to piggyback on the „i” nomenclature with their own „i” devices, products, services, and even entire companies (like iHome). Over the years, what we saw was a relentless dilution of the „i” naming convention that increasingly had less and less to do with Apple.
The long-term branding solution was to start branding things with „Apple.” Think of Apple Music (instead of iMusic), Apple Pay (instead of iPay), or perhaps most notable, Apple Watch (instead of iWatch). At this point, Apple hasn’t introduced an „i” product or service in years. Existing products like iPhone or iPad will certainly remain, but there’s very little chance that Apple will introduce another new iAnything ever again.
iTunes does just about everything now, for better or for worse. Image source: Apple.
Is iTunes next?
The iTunes brand stopped making sense long ago, at least if the brand is expected to describe the service. iTunes expanded beyond just music over a decade ago, and now includes a wide range of content categories such as movies, TV shows, apps, and even ringtones (does anyone still even pay for ringtones?).
It’s not just „tunes” anymore, and it hasn’t been that way for a long time. As such, the iTunes brand has been declining in appropriateness for an eternity. It…