Honestly, we’re a bit worried.
You see – words, descriptions, names and phrases – matter to us. We think of names, even product names, as assets (not just functional descriptors) because assets deliver value over and beyond their physical rebuild cost (usually over a period of time – often years).
So when Steve Jobs described the original iPod as “a thousand songs in your pocket” he knew what he was doing. He changed the game – from a music playing device into a portable library.
So when we hear the Apple people referring to iPhone 5 as “thinner and lighter,” we wonder what they are doing. God forbid, but are they tryiing to sell us phones? Seriously?
We just hope that somebody out there (somebody important – in Apple) realises that design begins with the name – not a machine.