I'll comment on Patrick's observations here. If there's *one* thing that Apple Computer Inc. will give to posterity, it's a corporate identity thing (name, logo, industrial design) that belies what ordinary humans would consider "sensible marketing".
Name a computer company after a fruit. Insist on a really expensive seven-color logo. Force some really bad hardware down consumers' throats (original iMac mouse). Build the definitive computer user interface guidelines. Buck the trends by running the 1984 commercial (still a milestone in the advertising community), name your product line incorrectly (Macintosh is not an apple, McIntosh is). Remember to "Think different" from time to time (including an ad campaign that includes guys like Richard Feynman and Richard Branson).
Apple is one of the supreme innovators in marketing. There are only a handful of companies on this planet that can be represented by their logos. Nike and Apple are two.
Having a cutesy logo/name isn't a bad thing, despite what Patrick thinks.
