Apple Computer To Apple (2007)
Apple stands apart from its peers as one of the few examples of a successful name change. "We're going to make some history here today," former CEO Steve Jobs said in a speech in 2007. With that, he not only announced the first iPhone, but also said that the company was dropping the "computer" from its name. It would go on to be the company's most lucrative product.
Apple made the name switch because they in essence "saw the writing on the wall," said Cantor Fitzgerald analyst Brian White. In 2007 computers comprised 42 percent of their revenue and now that number has dropped to just 13 percent, according to White.
" [A name change] sets the tone for a company as they evolve," White said. "You wouldn't make a change like that unless you were very confident in the strategy and where the company was headed."