Apple has traditionally been a company to prefer simplicity and brevity creating its products. This principle was used to name new devices, giving up high-profile names in favor of letters and numbers.
However, this approach is not approved by everyone. Former consultant Apple Ken Segall believes that the current practice of naming products harms the company. He is sure that the principle, when after every release of a new model a new update with the letter «S» comes out, looks rather awkward. Adding “S” to an already existing model and releasing it on the market, looks like conferming that his model is not worthy a unique name, as it received only minor improvements.
Ken Segall worked with Apple for a long period of time, first as a creative director of the advertising agency, and later as a consultant. As a member of Jobs team, Segall took part in creation of the brand iMac and a famous campaign Think Different as well.
Criticism of the former employee came upon the campaign on releasing new products with the prefix «new» in the title. It should be noted that using such step for the release of the third generation «new iPad», the company did not practice it for the iPhone and iPad of the fourth generation.
Such criticism is controversial. We shouldn’t forget that, despite the names of products, each new generation iPhone is sold better than the previous one.