I recently wrote about the release of the Apple iPhone and suggested that it marked the true start of ubiquitous computing – where computing devices become part of one’s environment, so much so that they cease to be identified as computers and are used almost subconsciously. During January 2007’s Macworld Expo keynote, it was announced that Apple was dropping ‘Computer’ from its incorporated title. Many saw this as an indicator of a change in direction for Apple, indeed Steve Jobs recognised this. My first thought was that this meant that Apple were serious about going after other markets. But I now believe the change to be even more significant.

I’d now like to think that the name change is because of ubiquitous computing. There’s really no point having ‘Computer’ in your company title if computers are no longer distinguishable devices. Furthermore, it’s a bold statement which sweeps away almost thirty years of Apple history and tells all of its competitors that making computers and building software for them is an archaic practice. All these companies that are trying to mimic Apple’s usability and industrial design skills are playing catch-up in a dead industry.