updated 03:32 pm EDT, Sat April 6, 2013
Segall says iPhone 'S' convention sends weak message
Apple should drop the "S" from the names of its off-year iPhone models, instead going with a new number for each model. This according to Ken Segall, a former Apple ad consultant who is credited with putting the "i" in "iMac" and developing Apple's Think Different campaign. Segall says that Apple's habit of attaching an "S" to the name of every other iPhone model weakens the smartphone's brand and introduces unnecessary complexity.
"Tacking an S onto the existing model number sends a rather weak message," Segall writes on his personal blog. "It says that this is our 'off-year' product, with only modest improvements."
Segall also believes that Apple has introduced some degree of confusion in its naming processes. The third-generation iPad was introduced simply as the "new iPad," and it appeared that that would be Apple's new convention in naming iOS devices. The company never adopted the practice for the iPhone, though, and Apple appears to have dropped the practice with the fourth-generation iPad.
Segall writes that Apple should simply abandon the "S" moniker, giving each new iPhone a new number.
"If it's worthy of being a new model," he writes, "it's worthy of having its own number."
Segall served as an Apple consultant in some capacity for more than a decade. He began as a creative director at Apple's longtime ad agency TBWA/Chiat/Day, later moving on to consult directly with Apple and work with Steve Jobs' creative team.