Name & legal
iPhone, and “Computer” is dropped
The brand now names the company, not the category.
Apple
Technology
A computer company that taught itself to sell a feeling, then named everything after itself.
- Owner
- Apple Inc., listed on Nasdaq
- CEO
- John Ternus
- Known for
- iPhone, Mac, services
The Brand in Brief
Apple began as a hobbyist computer maker with a friendly name in a cold category. Its brand was built less by specifications than by stance: the rebel of “1984”, the values of Think Different, the colour of the iMac, the rooms of the Apple Store. Since 2007 the name has stood alone without “Computer”, and new categories now carry the master brand itself. In 2026 a product engineer, John Ternus, took over as chief executive, the third leadership handover the brand has had to survive.
Recent Brand Moves
- 2026John Ternus becomes CEO
Logged as context. It becomes a brand moment only if the brand changes.
- 2025Liquid Glass, and software named by year
A new visual language across devices, and versions renamed by year (iOS 26).
- 2024Apple Intelligence
Apple names AI after itself instead of joining the generic term.
- 2019Privacy. That’s iPhone.
Privacy turns from a feature into a brand position.
Where it ranks · BTC Observatory · Sep 2026
- UAETechnology & PlatformsNo.1
- Saudi ArabiaTechnology & PlatformsNo.1
- GlobalTechnology & PlatformsNo.3
- TrackCreative 50No.2
Each list is ranked on its own; positions in different lists are not comparable.
Turning points
The Decisions that Made the Brand
2001Experience
First Apple Stores open
The brand gets rooms. Retail becomes part of the identity.
1998Sub-brand
iMac and the “i” prefix
One letter became a naming system, and colour moved from the logo to the product.
1997Campaign
Jobs returns, Think Different
Sold values before it had new products to sell.
Campaign
“1984” airs at the Super Bowl
Apple cast itself as the rebel against conformity. The ad sold a stance, not specs.
Timeline
Every Brand Decision
Ternus era2026 to now
Cook era2011 to 2026
Jobs returns1997 to 2011
Drift1993 to 1997
Sculley years1985 to 1993
Garage to Mac1976 to 1985
2026
John Ternus becomes CEO
Logged as context. It becomes a brand moment only if the brand changes.
2025
Liquid Glass, and software named by year
A new visual language across devices, and versions renamed by year (iOS 26).
2024
Apple Intelligence
Apple names AI after itself instead of joining the generic term.
2019
Privacy. That’s iPhone.
Privacy turns from a feature into a brand position.
2014
Apple Watch, not iWatch
New categories carry the master brand. The “i” era ends quietly.
2007
iPhone, and “Computer” is dropped
The brand now names the company, not the category.
2006
Get a Mac
The brand becomes a person: relaxed, likeable, slightly smug.
2001
First Apple Stores open
The brand gets rooms. Retail becomes part of the identity.
1998
iMac and the “i” prefix
One letter became a naming system, and colour moved from the logo to the product.
1997
Jobs returns, Think Different
Sold values before it had new products to sell.
1993
Newton and the PDA bet
A product brand that over-promised and became a punchline.
1985
Jobs leaves after a board fight
The brand loses its storyteller; marketing turns to business buyers and price.
1984
“1984” airs at the Super Bowl
Apple cast itself as the rebel against conformity. The ad sold a stance, not specs.
1977
The rainbow apple
Colour on the logo sold the Apple II’s colour screen and set a friendly tone.
1976
Apple Computer Company is formed
A fruit name in a cold category made computing feel personal from day one.
Ternus era2026 to now · 1 moment
A product engineer takes over.
- 2026John Ternus becomes CEO
Logged as context. It becomes a brand moment only if the brand changes.
Cook era2011 to 2026 · 4 moments
Master brand, privacy, services.
- 2025Liquid Glass, and software named by year
A new visual language across devices, and versions renamed by year (iOS 26). - 2024Apple Intelligence
Apple names AI after itself instead of joining the generic term. - 2019Privacy. That’s iPhone.
Privacy turns from a feature into a brand position. - 2014Apple Watch, not iWatch
New categories carry the master brand. The “i” era ends quietly.
Jobs returns1997 to 2011 · 5 moments
Focus, one voice, the i era, retail.
- 2007iPhone, and “Computer” is dropped
The brand now names the company, not the category. - 2006Get a Mac
The brand becomes a person: relaxed, likeable, slightly smug. - 2001First Apple Stores open
The brand gets rooms. Retail becomes part of the identity. - 1998iMac and the “i” prefix
One letter became a naming system, and colour moved from the logo to the product. - 1997Jobs returns, Think Different
Sold values before it had new products to sell.
Drift1993 to 1997 · 1 moment
Too many products, a blurred brand.
- 1993Newton and the PDA bet
A product brand that over-promised and became a punchline.
Sculley years1985 to 1993 · 1 moment
Marketing-led, product names multiply.
- 1985Jobs leaves after a board fight
The brand loses its storyteller; marketing turns to business buyers and price.
Garage to Mac1976 to 1985 · 3 moments
The founders build a friendly computer brand.
- 1984“1984” airs at the Super Bowl
Apple cast itself as the rebel against conformity. The ad sold a stance, not specs. - 1977The rainbow apple
Colour on the logo sold the Apple II’s colour screen and set a friendly tone. - 1976Apple Computer Company is formed
A fruit name in a cold category made computing feel personal from day one.
Moves like this
The Same Decision, Other Brands
Dropping the descriptor
Also StarbucksThe founder comes back
2 other brandsMaster brand takes overAlso GoogleSelling a belief
2 other brandsStores as the brand
2 other brands
The brand drops the category word once the name can stand alone.
Also StarbucksThe founder comes backA founder returns to lead and resets the brand.
2 other brandsMaster brand takes overNew products carry the parent name instead of their own.
Also GoogleSelling a beliefA campaign sells what the brand stands for, not what it makes.
2 other brandsStores as the brandThe shop becomes the main brand experience.
2 other brandsName & identity
How It Got Its Name and Its Look
The Name
Jobs had been on a fruit diet and had just come back from an apple farm. He later said the name sounded “fun, spirited and not intimidating”, and it sat ahead of Atari in the phone book. If nothing better came up before the paperwork was filed, it would be Apple. Nothing did.
What the Name DidA fruit next to “Computer” made a cold category feel friendly. Thirty years later the word was strong enough to stand alone.
Logo
1976Newton under the tree, by Ronald Wayne
1977Rainbow bitten apple by Rob Janoff- 1998Rainbow retired, single colour
- 2013Flat single-colour mark, current
Colour
- NowSilver, white, black; colour lives in products and campaigns
- 1998The mark goes single colour; colour moves to the iMac
- 1977Six stripes, green on top, not in rainbow order
Words & Type
Privacy. That’s iPhone.
2019Shot on iPhone.
20151,000 songs in your pocket.
2001Think different.
1997
- San Francisco, Apple’s own type family2015
- Myriad replaces Garamond2002
- Apple Garamond, a condensed ITC Garamond1984
- Motter Tektura in the first wordmark1977
Ownership & architecture
Who Owns It, and How Its Brands Fit Together
Owned byApple Inc.
ThroughPublic company, Nasdaq: AAPL
AppleMaster brandBrands it owns
- Beatsbought 2014
- Shazambought 2018
- Clarissoftware subsidiary
Run in the region by
- UAEApple Stores in Dubai and Abu Dhabi, plus authorised resellers
Products
- iPhone
- Mac
- iPad
- Apple Watch
- AirPods
- Apple Vision Pro
Services
- App Store
Apple Music
Apple TV+- Apple Pay
- iCloud
Retired names
- Newton
- iPod
- Lisa
How the names are built · Master brand
2014 onward“Apple ___”: new categories carry the master brand
1998 to 2010The “i” prefix: iMac, iPod, iPhone, iPad
1976 to 1997Own names: Lisa, Macintosh, Newton
No parent. Apple owns its brands outright and sells direct as well as through resellers.
Leadership
Who Leads It, and Who Shaped It
John TernusChief Executive Officer
Tim CookExecutive Chairman
Chief Executives
2026 to now
John TernusProduct engineer; brand effect not yet clear
2011 to 2026
Tim CookPrivacy and values as positioning; services under the master brand
1997 to 2011
Steve JobsFocus, Think Different, the i era, retail
1996 to 1997
Gil AmelioBought NeXT, which brought Jobs back
1993 to 1996
Michael SpindlerMac clones licensed; the brand blurs
1983 to 1993
John SculleyMarketing-led; coined “personal digital assistant”
Brand Builders
AA
Angela AhrendtsSVP Retail, 2014 to 2019
Recast stores as public squares with Today at Apple.
PS
Phil SchillerSVP Marketing, 1997 to 2020
Kept one voice across launches for two decades.
JI
Jony IveDesign chief, 1997 to 2019
Gave the brand its look, from the iMac to the iPhone.
LC
Lee ClowChiat\Day and TBWA
Creative lead on “1984” and Think Different.
Campaigns
The Work that Carried the Brand
Trademarks
Naming Fights
2012Apple pays Proview $60m to settle the “iPad” name in China.
2007Cisco sues over “iPhone”, a name it already owned. Settled weeks later.
2007Apple Inc. takes all “Apple” marks and licenses some back to the Beatles’ Apple Corps.
1981First settlement with Apple Corps: Apple Computer agrees to stay out of music.
Did you know?
Less Known Facts
Trademark1991
A Mac alert sound was named “Sosumi”, read aloud as “so sue me”, after the Apple Corps settlement.
Founding1976
Ronald Wayne, the third co-founder, drew the first logo and sold his 10% stake back for $800 within two weeks.
Naming1998
Jobs’s working name for the iMac was “MacMan”. Ken Segall at the agency argued for iMac.
Identity1977
Rob Janoff says the bite was there so the logo read as an apple and not a cherry.
Similar brands
Read Next
SamsungTechnologyChose the opposite naming system: Galaxy as a sub-brand under the master name.
Read the biography →GoogleTechnologyMoved products under the master brand: Google Pay, Google One.
Read the biography →NikeSportswearThe other brand that sells a belief first.
Read the biography →StarbucksFood & BeverageBuilt its brand in rooms as much as in ads.
Read the biography →Compiled by the BrandTheChange editors from company records, filings, archives and press. Suggest a correction · Image credits