One of the most interesting things to come out of Apple’s press conferences yesterday was the new Apple Watch, but everyone’s thinking it: why is it not called the iWatch?

Apple has said that the Watch device is aimed at capturing the fashion audience, and not necessarily the tech-savvy audience they’ve been servicing for decades, and this is why the “i” isn’t touted.

“It referenced the Mac, and the “i” meant internet. But it also meant individual, imaginative and all the other things it came to stand for,” said Ken Segall, the man who helped come up with the “iMac” name back in the day.

So Apple doesn’t want to associate the new Watch with the “i” brand, which, as successful as it is, is aimed at a different consumer. Also, Apple has endured years and years of patent battles when using the “i” prefix, so going with a simple name could steer them clear from any potential legal trouble.

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Check out the full story on the Telegraph.