Solving the iPad Name Conundrum

Every Apple media event is marked by some sort of surprise—the launch of a new product, the addition of an innovative feature, or the introduction of a new service. At the last iPad event, the surprise was the new iPad’s name. Many branding experts voiced their concern that the new name—simply iPad, rather than the widely expected iPad 3—could be confusing, given the expectation that the latest-generation device would receive a numeric identifier just as its predecessors had. The explanation provided by Apple’s senior vice president of worldwide marketing—”because we don’t want to be predictable”—did not help alleviate the confusion.

To continue reading this article you must be a Bloomberg Professional Service Subscriber.