Apple should drop the "S" from the names of its off-year iPhone models, instead going with a new number for each model. This according to Ken Segall, a former Apple ad consultant who is credited with putting the "i" in "iMac" and developing Apple's Think Different campaign. Segall says that Apple's habit of attaching an "S" to the name of every other iPhone model weakens the smartphone's brand and introduces unnecessary complexity.
