The Biggest Deal About Macworld was the Name Change

“What’s in a name? That which we call a rose
By any other word would smell as sweet.”

—From Romeo and Juliet (II, ii, 1-2)

At the end of Tuesday’s presentation, Apple did a very important thing, they changed their name.

Old And Busted - Apple Computer Inc.
New Hotness - Apple Inc.

Now, it wasn’t an enourmous change, I’ll grant you. They didn’t go from Apple Computer Inc. to Steve’s Discount Electronics Barn but it was, nonetheless, a signifigant event. Why, you ask? Well, because this “officially” lets the world know that, while Apple still makes computers, they are no longer the main focus of the company.

When Apple created the iPod they could reasonably claim that they were just extending their current computer business by selling consumers an extra small computer that just so happened to play music. And when they released the iTunes Music Store they explained it as simply extending the iPod experience. And both announcements seemed inline with what they were doing as a computer company, sort of.

But that all changed Tuesday. Apple just announced a device that connects to your TV. A device that plays movies and TV shows. A device that in the very near future will be competing with cable, TiVo and satelite TV.

And then, if that wasn’t enough, Apple released a highly advanced cellphone. A device which, simultaneously, competes with (to varying degrees) with PDAs, cellphones, tablet PCs and hand held gaming systems.

Ladies and gentlemen, Apple is no longer a computer company, they are a consumer electronics company. In fact, they are begining to look more and more like Sony in the 80’s and 90’s. They make high quality products that span a wide range of interest and are dominant in several markets.

So, with the realization that Apple now has more in common with Sony than Dell or Microsoft, what does that mean for Apple’s future? Or, put simply, what will they do next?

Maybe. . . video games? Now, I realize there has been much speculation, with very little evidence, concerning this topic but the release of Apple TV makes this such an obvious market. Look at it this way. If Apple manages to sell consumers a box they plug into their TV, is it really that much of a stretch to think they might also sell them a wireless controller too? Look at the interface for Apple TV, do you think it really would be that hard to add in one more icon that says “Games”?

Seriously folks, if all Apple has to do is update their software, create some games and sell a controller, how long do you think they will stay out of this market? And what about the iPhone? It has motion sensing technology built in, it has an infinately configurable interface and an incredibly beautiful screen. Hum. . . if only it could play games then it would directly compete with both the GameBoy and the PSP. So, how long before Apple starts selling custom games on iTMS?

2007 might really be the year Apple expands it business and shows the world just how big they can get. After all, it isn’t just about computers anymore.