> That sounds exactly like it was used sparingly [...] iTunes has been replaced [...] , and possibly iMovie too The i-branding was very, very effective. Apple

> That sounds exactly like it was used sparingly [...] iTunes has been replaced [...] , and possibly iMovie too The i-branding was very, very effective. Apple was one of the very few brands that really managed to "own" the internet in the mind of the average consumer. Which is one of the reasons it was wildly successful. The new branding, in comparison, is meh. They now just leverage "Apple". Nothing else, because they think they are too good. Creating new brands is difficult and risky, so they just don't do it because "we don't need it". It's a sign of decadence, and you can see it in the history of all corporate behemoths. Once Microsoft became huge, everything became "Microsoft This" or "Windows That" - they stopped making bets, and just leveraged their established brands. The rebirth was a fountain of fresh brands: Azure, Surface, Office365. "Apple Music" and "Apple TV" are one of the many symptoms of a culturally-dying corporation. Like Microsoft, they will continue to be fabulously rich for decades, maybe score the occasional win like the move to ARM. But the new booms will come from elsewhere.