Siracusa on Apple’s Corporate Name Change

John Siracusa:

Also, about renaming Apple Computer, Inc. to Apple, Inc., I could swear Apple did that already a few years ago. Anyone else know what I’m (apparently mis-) remembering? Whatever, I don’t see it as a big deal. People fretting about the name change itself have cause and effect reversed. The name reflects the product mix, not the other way around.

The way I remember it, Apple began calling themselves “Apple” instead of “Apple Computer” right around the same time they switched from the six-color Apple logo to the monochrome logo. I.e. in terms of their advertising and marketing, they’ve been just plain “Apple” since the end of the ’90s. Now they’re just officially changing the legal name of the corporation to match.

Pure conjecture on my part, but perhaps the fact that they didn’t change this earlier had something to do with their legal wranglings with The Beatles’ Apple Corps.

★ Friday, 12 January 2007