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Why Apple lost “i”?

Every company has it’s own trademark and signature. Similarly Apple has followed naming their products with “i”, such as famous iPhone, iPod etc. But lately Apple has and needed to shifted it’s approach. Which can be noticed in their new products and services line up, for example Apple renamed it’s music service from iTunes to Apple Music. Further, all new products and services launched are without iconic “i”, such as Apple Watch, Apple TV etc.