Has Apple's 'Pro' Branding Lost All Meaning?

Does Apple have a "Pro" problem? "[Y]ears of Apple and competitors slapping the name onto wireless earbuds and slightly fancier phones have made it hard to tell what 'Pro' even means," argues The Verge's Mitchell Clark. It could be the reason behind Apple's recently-launched Mac "Studio." From the report: From the jump, Apple made it clear who the Mac Studio and Studio Display were for. It showed them being used by musicians, 3D artists, and developers in its presentation, and the message was clear: these are products for creative professionals or people who aspire to be creative professionals. You know, the same exact crowd it's targeted with MacBook Pro commercials for years. "My first thought was, 'Oh, I wonder when the iPhone Studio comes out,'" says Jonathan Balck, co-founder and managing director of ad agency Colossus, in an interview with The Verge. "Pro was exclusive, and it was about one way of doing things, but the whole culture is moving toward creativity," he adds while musing whether we could see Apple's Pro branding shift to become Studio branding instead. [T]o me, the Mac Studio line is a clear successor to Apple's iMac Pro. Both computers are powered by monstrous CPUs and come standard with 10Gb Ethernet and a healthy crop of Thunderbolt and USB ports. I'm convinced that, had Apple released the new Studio even two years ago, it would've put "Pro" in the name. (Though, to play devil's advocate, I'm not as sure it would've done so for the Studio Display.) Some marketing experts tell me that the word "Pro" is starting to get long in the tooth, and not just from overuse. "The previous term Pro is, in my opinion, outdated and dry," says Keith Dorsey, founder and CEO of the creative marketing group and management company YoungGuns Entertainment. Balck agrees; "If you look at the word Pro, that is in many ways restrictive," he says in an interview, explaining that when you say a product is "professional," it evokes ideas like job interviews, portfolios, and standoffishness. Pro products, he says, come across as just for those who use creativity to get a paycheck. The reason Apple may need to, though, is because it led the industry in thoroughly overusing the word "Pro" to the point where it's lost all meaning. It's hard to pinpoint where exactly this started (though, in my mind, it was with the two-port MacBook Pro model), but now the word gets slapped on everything. Want to sell wireless earbuds for even more money? Those are Pro earbuds now. Want to have a regular and fancy version of your phone? No problem, call the nice one the Pro. [...] But Apple's new word, "studio," seems to come ready-made to excite the company's target audience.

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