While yes, OS X is a brand, and for the better part of a decade has been the backing of one of the world's most intuitive and stable operating systems, it has been done over and over. OS X has had the amazing ability to become a brand name well known not only throughout the Apple user world, but the throughout the technology based community. Technology based meaning most computer users know when someone says OS X they mean the Macintosh operating system. As for moving on to OS XI or OS 11 I have to be in favor of doing so. OS X has offered a continued, revolutionary build and simplistic, yet effect way of making an operating system. One that allows someone who has never seen a computer in their life to simply understand it. That is not the question or issue at hand though. The time for the Macintosh operating system to "grow up," or get more than just a face lift has come, in my opinion. OS X .? < whatever continuously utilizes the basic look and technology of its previous version. Now, before you go off on how advanced it has become take a deep breath and relax. I know OS X done leaps and bounds in its abilities and what is has to offer to the "every day Mac user." I am not discounting that by any means. What I am suggesting is that Apple takes the last (with Mavericks) 12 years of experience and offer something revolutionary as far as the Macintosh operating system is concerned and totally re-do it. We have had a wonderful ride from Cheetah to Mountain Lion, to now Mavericks in the OS X series, but it is time to up the game. I honestly feel that Apple has learned, upgraded, etc enough that they can honestly let the decade+ of OS X (as a brand) go, and catch up to the OS's of today that would integrate iOS and OS (11+) together almost as one seamless operating system. OS X started off as a revolutionary operating system for the latest and greatest in computer technology, and ended up becoming a brand recognized around the world. Yet when it comes to software of any kind a brand must evolve with the times, and that included its look, feel, abilities, even its name sake. Apple has a way of bringing the best of technology out, yet at it's own pace, and consumers, by in large consumers have placed the Apple brand with suitability, a lasting product, etc. That being said Apple doesn't "always" stay with the latest and greatest technology like other platforms and developers do, ever wondered why? Apple prides itself on stability along with state of the art technology. Now has does that play into Apple not releasing hardware/software combos with the latest? The answer is simple. Technology comes out, and while yes it has been beta tested and what not, the technology though is not bullet-proof. So rather than incorporate the latest and greatest technology, Apple holds out until the technology has come to a point of perfection in which issues are known and resolved. ie. Windows blue screen of death. If you, and yes someone has to, just push release after release after beta your system will most likely not be stable, that's just statistics. So Apple bides their time, allows both software and hardware fix the kinks and then releases. This can be frustrating for many, but it makes perfect "elite" business sense. There is a reason Apple products cost more than other brands. Consumers have the assurance of time told quality. And yes this can be irritating to some, but for those who want quality that lasts with minimum headaches it's worth the wait and cost. All of that to say that OS XI or OS 11 or whatever they call it, in my opinion, has to be and will be a revolutionary OS that will A) bring the Macintosh operating system into the generation of mobility, touch screen and pure streaming, as well as the seamless (yet always growing, and decreasing difference) between mobile and desktop/laptop operating systems. The future is not about iOS ? or OS X ? or OS ? it's about seamlessly adapting the technologies into one fluid system, and OS XI or OS 11 or w/e it is may just well be that endeavor.