The professional DVD authoring software that Astarte had created was called DVDirector, and although everyone agreed it was a good name, management felt it should get a new name when it evolved into an Apple product. The idea was to send the message that this was not simply the Astarte product put in an Apple box; it had gone through a significant rewrite and feature upgrade.
It was my job (with the help of others in the product marketing and engineering teams) to compile a list of name candidates, and then work with my boss to narrow it down to eight or ten which could be handed over to the legal team for preliminary trademark and copyright evaluations. The candidates which survived that process (never more than one or two) would be passed on to Phil Schiller and Steve, for their input.
We went throught this process twice without finding a name that satisfied Phil and Steve; and I was out of ideas. In a flash of inspiration, I decided to call on one of the most powerful forces in all geekdom: free pizza. I booked a large conference room for two hours and invited everyone who had proper security clearance to come to a brainstroming session that evening. I enticed them with the offer of abundant free pizza and beer.
The turnout was better than I hoped. I started things off by posting printouts of all the ‘good’ name candidates we had so far on one side of the big white board. At the other end I put up a short list of the key features and technologies of the application. I gave a little introduction to the product, for the benefit of the non-technical participants, then the fun began. We’d write down any idea anyone had, no matter how odd it might be. We filled up the board with names, then went back to each in turn to gauge everyone’s reaction. We erased, rearranged, circled, underlined, and prioritized.
By the time everyone left two hours later, there were a lot of great ideas on that board. I had only to transcribe them and distill it down to something I could present to my boss. I snapped a couple photos of the board to make sure I hadn’t missed anything.
Here’s what a load of pizza will get you.
The Finalists
DVD@Once Discus |
DVD werks DVDZ |
ProDVD Studio DVD |
A few days later we passed on a new list for Steve’s review. Ironically, he decided we’d use one of the names which had been on the very first list: ‘DVD Studio’ but with ‘pro’ added to make it harmonize with the Final Cut Pro name. All that good pizza used up for nothing…
Great story!
Great story. I’ve always wondered how Apple comes up with the names for its products. By any chance would you happen to know how they came to naming the iMac?
Antonio – only a minor product like DVD Studio Pro would be handled this way. The mainstream stuff (iMac, iPod, etc.) are done at the highest levels, with the involvement of Apple’s outside creative agencies too.
DVD Studio Pro is minor?
Bit strange to put it that way, but I see where you’re coming from. What counts as minor? The Pro apps?
Geoffrey – Yes, I suppose the pro apps would all fit that description. They are each huge in their respective markets, but compared to the sales volume for Macs or iPod they are nothing.
Well, the real question is who came up with “MacBook Pro”?
Wow, I’m glad none of the other suggestions made it
MacBook Pro does take some getting used to…
The name MacBook Pro is completely logical. It fits in.
Mac mini
iMac
Mac Pro (replace Power Mac?)
MacBook (replace iBook?)
MacBook Pro
Sure MacBook Pro doesn’t flow off the tongue like Powerbook does, but I like the logic behind the new name more than the old. When I tell someone I have a Powerbook, unless they are familiar with Apple’s products, they might just assume Dell, Gateway or IBM made it. I think Apple will get better brand recognition with the new “Mac” name scheme. It just makes sense.
I guess so. But ‘PowerBook’ was just an awesome name.
“Is that your laptop?”
“No, it’s my PowerBook!”
no matter what they tell me I “should” call it, when my MacBook Pro arrives in a short time, I will call it my PowerBook.
How big team is behind the Final Cut Studio?
Ivo – It was above a hundred while I was there; I’m sure it’s much larger now.
Were the pizzas from Caffe Macs or Pizza Hut?
Speaking of the iBook/MacBook. Any rumour as to when the new models are to be introduced?
I’ve got a PC-using friend in dire need of a portable Mac, but the current iBook isn’t ageing gracefully any longer. I wouldn’t be comfortable having her buy an iBook before I know what’s on the horizon.
Carlos – Caffe Macs wasn’t open in the evening, so we had to order the pizza from a nearby place (definitely NOT Pizza Hut.)