Now let us return to the tale of C1. Or should I say, MacMan. The agency team was heartbroken to learn that Steve had fallen in love with such a disappointing name as “MacMan.” Unlike C1 itself, for which our feelings had evolved from shock to love, there could be no love for “MacMan.” Ever. It had so many things wrong with it, we didn’t know where to start. Phil Schiller, Apple’s worldwide marketing manager, was in the room, and Steve revealed that “MacMan” was Phil’s contribution.
“I think it’s sort of reminiscent of Sony,” said Steve, referring of course to Sony’s legendary Walkman line of personal music players. “But I have to tell you, I don’t mind a little rub-off from Sony. They’re a famous consumer company, and if MacMan seems like a Sony kind of consumer product, that might be a good thing.” It was hard to know where to start picking at that argument. It seemed that Apple, more than any company in the world, stood for originality. Having a name that so blatantly echoed another company’s style couldn’t be the right way to go. We were also disturbed by the “man” part of “Mac-Man,” with its obvious gender bias. And then there was the fact that the name just gave us hives, but we’d need to be a bit more tactful on that one.