Choosing "Apple" was because he wanted to be ahead of his former employer in the phone book [0]. [0] https://www.theatlantic.com/technology/archive/2011/12/app

Choosing "Apple" was because he wanted to be ahead of his former employer in the phone book [0]. [0] https://www.theatlantic.com/technology/archive/2011/12/apples-original-brand-strategy-get-ahead-atari-phonebook/333742/ https://www.theatlantic.com/technology/archive/2011/12/apple...