Consistency is really important in branding. I don&#x27;t understand why people rag on Apple for being so incredibly consistent in their branding. I bet your own marketing department would love to have that kind of discipline.<p>How much time is spent here on HN talking about A&#x2F;B testing things and going with the best result. Apple is incredibly profitable. As much as it might irk you, I bet their phraseology performs VERY well.