Yesterday’s Agency Babylon post questioning Apple’s wisdom in expanding its relationship solely with AT&T Wireless turned out to be more timely than imagined. Near the top of today’s business news (see New York Times and Mashable) is AT&T’s announcement that it will invest $2 billion this year to improve its highly criticized wireless network infrastructure. (No claims to global influence or clairvoyance here, but don’t I wish it was so.)

In a fit of unusual restraint, I held my powder on the related topic of Apple’s awkward name choice for its new device. But it’s not going unmolested elsewhere (see the CNN report). The iPad name is the butt of spoofs, tacky variations, second-guessing and widespread tittering. What were they thinking, I wonder. The name has possibly more things going against it than for it. In addition to the unfortunate reminders of personal hygiene products (see the 2005 MADtv iPad sketch) they face:

  • Global language and speech understanding barriers: iPod and iPad can sound very similar in some languages, and are subject to misunderstanding with regional and second-language accents in play. How a word sounds matters enormously, and this one doesn’t pass muster (mister, master, moster, mester – you get the point).
  • Legal infringement issues: At least three technology companies already use the iPad name for devices of their own. Not all of them are tiny; just ask Fujitsu. Money and corporate muscle can fix this, but why waste the cash and energy when this is avoidable from the outset?

Not everyone, of course, is dissing the name. Hayes Roth, chief marketing officer at branding giant Landor has kind words for the name choice and device in the agency’s blog.

Anybody who develops names will tell you that it’s no walk in the park. It’s as demanding and frustrating as it is exhilarating and rewarding. For as smart, innovative and brand-savvy as Apple is, you would think they would have avoided these mistakes for a product that was so eagerly anticipated and category-redefining. Instead, the luster of their announcement is tarnished. Only time will tell how much and for how long, and above all at what cost.