MacOS: The New OS X

According to Cult Of Mac, some source code in the latest release of OS X refers to ‘MacOS’, hinting at a rebranding. Finally. Once Yosemite arrived, OS X should have been retired and MacOS 10: Yosemite should have been born. Before then, ‘MacOS 9: Mavericks’ would have stepped the name of the old MacOS 9 from the 90s – not a huge deal, but enough of one that certain quarters would resist. ‘OS X’ does have some brand cache, so I imagine some were hesitant to give that up. But we’re long since the time when Apple only has one OS brand. The problem becomes apparent come June when iOS 10 is announced. Having ‘iOS Ten’ and ‘OS Ten’ sit side by side is no bueno marketing for a company that prides itself on clarity in a sea of products like the “LG G Tab F 8.0”. The iOS name collision isn’t the only problem. For instance, its not even supposed to be pronounced O-S-X, but instead O-S-Ten. And on top of this don’t-pronounce-it-literally hogwash, the numbering further wordsoups it with ‘X’ being followed by ‘10.whatever’, and marketing is stuck in this dilemma of wondering when exactly it should communicate the version number. Last year it would have been accurate to call Yosemite ‘OS Ten Ten Dot Ten’. Nothing quite like point release version numbers to make things seem unnecessarily technical (see LG example, above). Simple brands are the best brands – they’re memorable, unintimidating, and easy to communicate. Apple has long enjoyed a high ground of simplicity in brands relative to their peers, even when they’ve added secondary brands like ‘Air’, ‘Mini’, etc. Those secondary brands have helped distinguish large new changes in a product line, but they’ve added some baggage. With the relaunch of ‘Macbook’, the upcoming ‘iPad’ rebrand, and now MacOS, we’re seeing Apple put their best foot forward again.