Ken Segall, the creative mind behind the iconic “i” prefix in many Apple products, now believes it’s time to retire the prefix entirely. Last week’s release of more advanced iPads shows that Apple is still sticking with this legacy branding for now. However, the relevance of this lowercase relic from the Steve Jobs era is increasingly being questioned.
According to branding experts and Ken Segall himself, the days of the “i” prefix are numbered. Segall, who convinced Jobs in 1998 to name a new computer “iMac” instead of the less appealing “MacMan,” played a pivotal role in establishing the “i” branding. The iMac was designed as an easy-to-use gateway to the internet when most computers were complicated to connect online, leading to a series of “i” products, including the now-defunct iBook and the current iCloud.
Segall, a former copywriter for TBWA\Chiat\Day, is proud of his work with Jobs and has authored two best-selling books about his experiences. Despite his success and continued popularity on the speaking circuit, Segall believes the “i” prefix has outlived its usefulness.
“The ‘i’ needs to go,” Segall says. “It’s now meaningless. It was built around being internet-ready, but it’s become a sub-brand that can’t be protected. For too long, other companies have used ‘i’ for their internet-connected products, which is a problem for Apple, a company known for innovation.”
Segall’s call to retire the “i” prefix reflects a broader recognition that it’s time for Apple to evolve its branding strategy to stay ahead in the ever-changing tech landscape.
