So how would *you* change the Apple brand?

Gosh, I find this topic incredibly difficult as there really isn't much I would do as a marketer to re-brand Apple.
However, Apple has gone through a transformation and re-branding process that has made the company what it is today.

Remember this?

Back in  1997 Steve Jobs realized the brand image needed to be revamped and so Apple launched a campaign to re-brand the company. The logo was one of the more subtle yet visible changes made during this process.

So if you were in charge of the marketing vision what would you do to change the Apple brand as it stands today? Maybe I'd start with the Apple watch. I think Apple believed this watch would be a game changer in the tech space. You know, a great little gadget to corner the market where the FitBit and other watches like the Samsung product have gained market share?
Well I have to say, I'm just not so sure Apple hit a home run with this product.
As a huge Apple fan I'm still not 100% sure of the specific allure of this watch. First and foremost, so many people have abandoned wearing watches all together. With cell phones most everyone has the capability to tell time right in their pocket and purse. I suppose Apple's intent with the watch was to make wearing timepieces cool again. And I'm not sure it made the mark. Sales aren't near what Apple had predicted.
Yes, those who are Apple loyalists would take aim and try the Apple watch. But those that have abandoned timepieces all together? Well, it's kind of like Apple trying to revive the landline phone. People have moved beyond that technology.

So how would I re-brand this? Well, part of the strategy would be to move beyond the Apple watch. Try a whole new product all-together and admit this gadget as the failure it is.


References:
http://www.usnews.com/news/articles/2014/08/27/from-apple-to-starbucks-rebranding-brings-out-the-good-the-bad-and-the-ugly