給公司改名學問大：蘋果黑莓天堂地獄

蘋果電腦公司更名為蘋果（2007年）

????蘋果公司算是少有的更名成功案例。“今天，我們將在這里創造歷史，”2007年公司前首席執行官喬布斯在演講中這樣說道。那場活動中，他不但推出了第一部iPhone手機，還宣布公司名稱中不再使用“電腦”二字。當時，電腦仍是蘋果公司最賺錢的產品。

????坎托-菲茨杰拉德服務有限責任合伙公司（Cantor Fitzgerald）分析師布萊爾?懷特指出，蘋果公司更名是因為看到了“財務報表中的數字”。懷特指出，2007年電腦占蘋果公司銷售收入的42%，而現在只占到13%。

????“（公司更名）為公司日后發展定了調子，”懷特說。“除非你對戰略和公司未來發展方向十分有信心，否則你做不出這樣的調整。”

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."