2024-02-24 15:10:24
The AirPods Pro should have been called AirPods Extreme. At the last moment, Apple decided to change its name. Why did the name “Pro” win over “Extreme”?
Today, branding and nomenclature decisions play a crucial role in a company’s market strategy. The Cupertino company experienced this just before the launch of a new accessory. Initially, the Apple brand had considered “AirPods Extreme” for its high-end headphones. However, as revealed MacRumorsthis name sparked internal debates.
A senior executive at Apple had suggested the term “Extreme”, but this proposal was not unanimously accepted within the team. The preference quickly switched to “AirPods Pro”. This choice proved to be wise, reflecting the continuity in the nomenclature of Apple products. The brand had already established a clear distinction between its standard products and their improved versions, designated by the suffix “Pro”, as shown by the iPhone Pro, iPad Pro, and Mac Pro ranges.
A global strategy
The move is part of a broader branding strategy, where Apple uses different suffixes to categorize its products based on their features and market positioning. Besides “Pro,” Apple introduced names like “Max” for the AirPods Max and “Ultra” for the Apple Watch Ultra, each communicating an idea of greater performance or capacity.
The “Extreme” label is reminiscent of older Apple products, such as the AirPort Extreme router and the AirPort Extreme wireless card, which are no longer sold today.
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