Maybe you and the Asians you speak of need to focus on the fact that it's still the Mac operating system (OS X) and you can call it just that. You're getting way too uptight over something so minute.
Minute, yes. But branding is about minute details and what something is named is perhaps the most important detail of all. Ask Ralph Lifshitz: a fine and honourable name, but not for the rag trade. He was right: Ralph Lauren
is better.
"Mavericks" has problems.
-- If you don't know it's a place, it defaults to meaning a rebellious or unco-operative or unreliable person (the original Maverick was a fellow who wouldn't -- ironically enough -- brand his cattle).
-- Actually, as others have pointed out, it doesn't mean that. Not quite. It means a whole bunch of them.
-- If you DO know, or find out, it's a place, it might be one with negative connotations. California surfers? Good grief. Musclebound blond monosyllabists, lousy music, and those flatboard gals-on-the-make they hang out with? On the *beach*? In the *ocean*? With *sand* in their Speedos or whatever the hell they wear? Count me out.
-- The Asians the poster spoke of represent a big and growing market. A very significant number of them speak Mandarin, Cantonese or any of the other Asian languages which don't use terminal consonants. "-ick" is tough for them to pronounce. A double, like "-icks", is near-impossible. And just to rub it in, Chinese-speakers have difficulty distinguishing "l" and "r". Nothing to do with semantics; it's down to the different phonetic systems. They're either going to feel, even for a moment, that they're being mocked or disregarded. And they're going to call it "Mavelickesa".
It's nothing new. Rolls Royce were all set to call the next in its "Silver" series -- the one that followed the Silver Cloud -- the "Silver Mist" until someone pointed out that "Mist" means, not to put too fine a point on it, "poop" in German. A Japanese friend, a pretty fluent English speaker, asked me to come to Harrod's with him to get his new pen because he couldn't face trying to pronounce "Dunhill" (it would have come out as "Durroohirroa"; I know because he tried it out on me).
And even if you can say it, and even if you find out what it means, you might feel negative about it.
These are tough times, economically. If I were running Apple, I'd want every single duck in the row, even down to the smallest, and there'd be no room for mavericks.
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Although I am not TOO fussed, they should have named it after famous city names such as OS X New York, OS X London, OS X Paris, OS X Athens etc.
Wouldn't work. You'd have to have OS X Paris, France, OS X Athens, Greece etc.