Why is "Apple" a good brand name? A brand is what you make of it. It makes no sense for users to hear about "Elixir Lumen" from outside the Elixir crowd - so i

Why is "Apple" a good brand name? A brand is what you make of it. It makes no sense for users to hear about "Elixir Lumen" from outside the Elixir crowd - so if they search for "lumen" and don't see the result, if they're paying attention and have minimal competency using search engines, then they'd type in "lumen elixir" to find correct result.