“Executek,” “Matrix,” “Personal Computers Inc.” were among the names Jobs and Apple co-founder Steve Wozniak considered for their company, according to Walter Isaacson in his newly-published biography of Steve Jobs.
Jobs proposed “Apple” after returning from a visit to All One Farm in Chimacum, WA where he had helped tend the apple trees.
“I was on one of my fruitarian diets,” Jobs told Isaacson. “I had just come back from the apple farm. It sounded fun, spirited, and not intimidating. Apple took the edge off the word ‘computer.'”