Aptiva might be so neutral that it might not be competitive, when you think of more friendly names like Macintosh, as well as IBM Corp’s own ThinkPad line, John Lister, chief executive of the New York brand consulting firm Lister Butler, told the Wall Street Journal: we just wonder why IBM chose a name so similar to the failed Ambra, how much it paid a design consultancy to come up with it, and why it didn’t simply go for The IBM Home Computer, which would have been free.
