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?

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

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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.”

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

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