The End of an Era

The mystique has come to an end.

According to multiple reports, Android will no longer have sweet-themed release names.

If this is true, Pie is a good way to go out, but it’s an interesting decision on Google’s part. Not only do they lose a wildly popular bit of their brand, but the stated reasons for making the decision don’t quite add up.

It’s a rare corporate decision that can’t be revisited. Change your logo and lose sales? Change it again to something closer to the original. Refocus on a new target market and take a bath? Bring back an old corporate spokesperson to re-engage with the original buyers (anyone remember when Snap, Crackle, and Pop vanished, only to return?)

But this is a decision Google can’t take back. If, a year from now, they announce that Android R will be named “Rice Pudding,” then retroactively the “Android Q” move will seem like a ploy to get free advertising from the media. Nor would (ahem) sugar-coating the news by claiming that Q was named Quisp (or Quince, or anything else really) within the company improve the look.

Why are they doing this? I’ve seen two claimed reasons.

The media focuses on the name rather than the new features. So? As long as users use the OS and manufacturers license the Google apps, do you think Google really cares whether the free advertising focuses on the name or the spiffy new Back button functionality?

People complained that the names weren’t inclusive enough. People switch phones for a lot of reasons, but I really doubt Google was losing business to iOS over the code names. But if I’m wrong about that, Google could improve the naming process. The company is already in the spotlight over diversity issues; improving representation in the group that chooses Android names would fall right in line with their efforts to do more improve representation throughout the company.

Of course, the reports could be wrong. Android Q will be out next month, possibly as soon as next week. Maybe we’ll find out that it’s actually named Quinoa–hey, if you can make rice pudding, why not a sweet quinoa-based cake?