Alphabet sets its sights on Amazon, not Apple

On August 10th, 2015, Google announced some massive restructuring, and the surprising creation of a new parent company called Alphabet.

The Twittersphere responded cynically to this move: was the moniker selected because Alphabet comes before Apple in the *ahem* alphabet?


A few recognized a broader trend in naming, which I think actually identifies the real target of the rebrand.


Google has always stated its mission is to “organize the world’s information and make it universally accessible and useful.”
Amazon’s is to “build a place where people can come to find and discover anything they might want to buy online.”


Amazon has the subtle A->Z in the design of its logo, and now Alphabet has scooped up the URL Yup, that’s also A to Z.

This new rebrand seems much more inspired by Amazon than Apple.