“Apple ignited the personal computer revolution with the Apple II, then reinvented the personal computer with the Macintosh”
line from their corporate definition. Now it reads:
Apple leads the digital music revolution with its iPods and iTunes online store. Apple reinvented the mobile phone with its revolutionary iPhone and App Store, and is defining the future of mobile media and computing devices with iPad. Apple helps people organise their lives with iLife, iWork and iCloud. Apple makes Macs, OS X and professional software: the best content creation tools in the world.
I dislike the dominance of present tense in their current definition (both grammatically as well in it’s focus on new products and services). It reads like it was written by a third grader.
It also does not do justice to the historical achievements of Apple. Yes, I get that them dropping “Computers” from their name was not just a symbolic move. However, I don’t think reminding people that they’re responsible for how we *all* think about and use computers today is a *bad* thing. I don’t think we’re going to forget that Apple makes iPhones and iPads. It’s just, as a Mac user for the past 15 years, I feel an increasing indifference to me in favor of new users.
Just a thought.