Apple has chosen a few iconic names in the past, such as “iPod” and “iMac.” Apple also succeeded in acquiring the “iPad” – which was widely poised to develop a feminine hygiene product – and turned it into a popular lexicon of children and Wall Street analysts.
However, Apple does more than give products big and bold names – it also names key features. For example, when Apple introduced a new pixel-dense screen, it did an incredibly smart job – giving the feature a special name – the “Retina” display.
The simple strategy of naming features is critical to Apple’s overall success. When you look closely, Apple’s product and feature names work together, even until a new standard is created, by which competitors’ similar features are not only judged, but also understood by regular people goes.
For example, consider “Touch ID”, which is Apple’s method of using biometrics via fingerprints to provide secure user logins and passwords. Apple’s choice in the name is completely descriptive – touch the button to give your ID – and nonthreatening. Touch is usually a good thing, and most every potential Apple consumer knows what ID is.
Apple initially introduced Touch ID with the iPhone 5s, with the company turning Touch ID into a line-item feature, and because Apple initially launched the feature’s marketing effort as well as the intuitive name – Touch ID. did. Now an easily understood feature that requires very little consideration for a potential consumer to understand.
Rather than naming Touch ID, more to the point – perhaps just the Apple iPhone 5S says it has a built-in fingerprint scanner – that Apple believes its fingerprint scanner deserves a great name, that It is a novelty and own. This little trick becomes even more useful when Apple adds Touch ID to other products.
By naming a feature, Apple ensures that it remains a feature to appreciate and not just a list of specs.
What about retina display? When Apple first introduced Retina, it was to be known that other companies would start talking about their similar performances.
Instead of venturing into this type of megapixel war that has hit the digital camera world for years, Apple stayed away from specs like the “577ppi” and simply let the “retina” talk. It is the only word that millions of customers need (or even need) to hear.
It does not matter that the new Samsung Galaxy S6 boasts a stunning screen 577ppi screen. When I think of a few dozen friends and relatives – regular consumers using my smartphone – I don’t think 577ppi makes any sense to any of them.
As the retina display means, I bet at least one third has an idea, while another third will combine the retina display with a screen feature that deserves the name. For them, the retina is immediately considered “good”, while the 577ppi is just confusing.
This product with a great feature name forces competitors to work more hard. Tech press writers of all types describe better, faster performances in terms of the “retina”, which uses it as a baseline standard for excellence. I am 100 percent confident that Apple knew this would happen – and the same happens with Touch ID.
As a tech writer, I know that it is very easy to compare someone else’s biometric login system to Touch ID in both news and reviews.
Worse, some contestants end up doing the same thing: how would you like to be as the person who used the best shot to sell your product to your competitor – if Is it not defined?
For example, “Our tissue is better than Kleenex …” or “Our bandage is better than a band-aid.”
Apple is not only using the power of naming to help market its own products to its customers, but it is also pulling Kleinx and Band-Aid on par with all types of consumer technologies.
Samsung’s lost edge
When Apple recently introduced a new MacBook, it not only talked about the technology behind the new trackpad, but also named the technology behind it: “Force Touch.”
Seems comfortable, doesn’t it? The name has power – it defines it, just like Touch ID describes it as well. And because it has a name, it must be important, right? The names have psychological power, and Apple is curious about it.
At Apple, even a new user interface action got its own descriptive name: “Force Click.”
What about vibrations running under the new Force Touch trackpad? It is powered by Apple’s “Taptic Engine”, which debuted at the time the Apple Watch was announced last year.
What the heck is a heating engine? Most people do not know what haptics are because the name itself gives no clue, but the Tapti engine? All you have to do is to make a connection between the “tap” in the Tapti to follow down the path of enlightenment.