After breaking out with its Macintosh line of personal computers in the 1980s, Apple was in a slump. Sales had flagged as Microsoft's Windows operating system made waves. In 1998, the company was set to unveil a product that it hoped would reinvigorate its brand.
And they almost blew it.
According to Ken Segall, the advertising genius behind their "Think Different" campaign, Apple founder Steve Jobs was expecting the iMac to reverse the company's ailing fortunes. Where older Macs had been boxy, beige, and bland, the iMac came in an assortment of colors and had a transparent chassis that showed off its circuitry. The problem, as Segall writes in his new book, Insanely Simple, was that Jobs didn't want to call it the iMac. He wanted to call it the MacMan.
"While that frightening name is banging around in your head, I'd like you to think for a moment about the art of product naming," Segall writes. "Because of all the things in this world that cry out for simplicity, product naming probably contains the most glaring examples of right and wrong. From some companies, you see names like 'iPhone.' From others you see names like ‘Casio G'zOne Commando' or the ‘Sony DVP SR200P/B' DVD player."
According to Segall, Jobs liked the fact that MacMan was slightly reminiscent of Sony's Walkman branding concept for its line of cassette players. (Later, Sony had a Discman, Pressman, and Talkman.) But Segall, who named products for a living, feared the name would take away from Apple's identity as being original. It was also gender-biased, and alienating an entire demographic of consumers was never a good thing.
Instead, Segall suggested "iMac," with the "i" for internet, because the unit was designed to connect easily to the web. Jobs "hated" the idea, along with other suggestions, even though Segall felt the iMac could provide a foundation to name other devices, just as Sony's Walkman had. Segall kept suggesting it, and Jobs eventually had it printed on a prototype model to see how it would look. After encouragement from his staff, he dropped MacMan. With this key contribution, Segall made sure no one would be lining up to buy a PhoneMan 10 years later.