Apple Wiki
Apple Wiki

The History of Apple's Crack Product Marketing Team

Apple supposedly relies on a crack marketing team for determining new marketing names of Apple products.


According to senior VP Craig Federighi at the 2013 Worldwide Developers Conference, a "creative group" thought "out of the box" to propose the name OS X Sea Lion for the next version of OS X when Apple was starting to run out of viable cat names, but instead switched to landmark names, starting with "Mavericks" for OS X 10.9.[1]

The following year at the 2014 Worldwide Developers Conference, the "crack product marketing team" supposedly embarked on a journey in a minibus in search of California landmarks, leading to proposals such as OS X Weed, before settling on "Yosemite" for OS X 10.10.[2]

At the 2017 Worldwide Developers Conference, Federighi discussed how the "crack marketing team" was once again enlisted to come up with the name "High Sierra" for macOS 10.13 while traveling in their minibus. He joked that they "assured us this name is fully baked."[3] At the 2022 Worldwide Developers Conference, Federighi credited the "crack product marketing team" with the "naming coup" of the Apple M1 and M2 chips, which left them "exhausted".[4]



  1. OS X Sea Lion? by iconredesign, YouTube. 2013-07-18.
  2. Weed? Oxnard? Nope, Mac OS X dubbed Yosemite by Amanda Kooser, C|NET. 2014-06-02.
  3. Apple’s new version of macOS is called High Sierra by Towards USA, YouTube. 2017-06-05.
  4. WWDC 2022 - June 6 by Apple, YouTube. 2022-06-06.

External links[]