If you wonder where the misleading names "XS" and "XR" are coming from for the new iPhone from Apple, Phil Schiller gives a response in a recent interview: from the automotive sector.
"I love cars and things that go fast, and R and S are two letters that really design special sports cars"
said Schiller. Engadget in an interview that coincides with the launch of the iPhone XR.
It is unclear whether Schiller's answer is Apple's official answer, but he is certainly right about the carmaker's love for the letters "R" and "S". Also, the letter "X" is much appreciated, although Apple prefers to call the new iPhones "10" rather than "X".
For example, the automotive industry has Cadillac SRX, XLR, Jaguar XJR and XKR, Lexus RX, Mazda RX-7 and RX-8. It's just to name a few.
Apple has always borrowed from the auto industry
I've already explained that Apple lost its iPhone name, which made it so great in the beginning. The iPhone XR and XS Max seem to be hard to handle, reminiscent of the bad days of the 1990s, before Steve Jobs came back to give us simple names like iBook and iMac. For years, however, Apple appeals to the automotive industry in their marketing.
When Apple launched the first Macintosh in 1984, it was accompanied by a campaign that allowed users to "test" one of the new Apple computers. The campaign was accompanied by a TV ad featuring the outline of a high-end sports car covered by a dust cover.
Apple's former CEO, John Sculley, told me the following when I interviewed him about my book The Apple Revolution"Cars were bought for emotional reasons, more than for any other practical reason." These are status symbols that set you apart from others. And the luxury of having help to understand the high price.
Not now these does it seem to apply to luxury cars and the latest iPhone? That happens to me for sure.
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