Adventures In Product Renaming

Back in March, Adobe was making lots of noise about a new piece of technology they were pushing then called Apollo. To avoid drowning you in buzzwords: Apollo lets you create desktop apps using web programming. Kind of neat.

But Apollo was always just a code name, and we were threatened told that the project would be renamed sometime later.

Today, Adobe [announced]( the official name: [AIR](

This is problematic for handful of reasons.

One: “AIR” is a [fairly generic word]( It’s the stuff we breathe. It’s a quality or manner. It can be a musical composition. It’s also a [terribly popular French electronic music act]( Best of luck to Adobe as they try to [make page 1 on Google](

Two: Despite the acronym expanding to “Adobe Integrated Runtime”, it is being referred to repeated on the web page as “Adobe® AIR™”. That’s right: *Adobe Adobe Integrated Runtime*. Rolls off the tongue as easily as *automated teller machine machine*.

Three: I would argue calling it a *runtime*. Perhaps a *runtime enviroment*, like Java. But this is a geek quibble.

Finally: You would think “Adobe AIR” was a unique name. [It’s not.](

A golf clap for the renaming team. Brav-o.