Apple had a major iOS event yesterday, the first since Steve Jobs passed away. According to VentureBeat’s Jolie O’Dell, it showed a brand unravelling. And there was me going “oooh, new iPad”. What a fool I am, right, Jolie O’Dell?

While today’s Apple event unveiled a couple new improvements to an expected lineup of products, it also revealed a certain sloppiness that was absent from former, Steve Jobs-led launches.

A couple of new improvements, if you’re not being sloppy while writing about Apple being sloppy.

This wasn’t anything major, just a few minor but glaring inconsistencies: Tim Cook going for the “rumpled executive” look in an untucked shirt,

Tim! Don’t be yourself! Wear the same as Steve did, you you will unravel the brand! Aieee!

the ambiguous naming of the “new iPad,” (not iPad 3 or iPad HD),

That would never have happened under Steve Jobs. Well, apart from the iPod touch. And the Apple TV. And the iMac. And the MacBook. And a bunch of other Apple products. But ignoring all those, the brand is unravelling! Aieee!

the use of a truly horrible pun on a new product’s landing page,

Something that Apple would never have done under Steve Jobs and his watchful glare. Well, apart from calling the iPod touch the ‘funnest iPod ever’. And mangling grammar with ‘think different’. And myriad other awful puns that peppered Apple’s press releases and website since Steve Jobs returned to Apple in the 1990s.  But ignoring all those, the brand is unravelling! Aieee!

and finally, the tie-dyed Apple logo at the presentation’s conclusion.

Blue Dalmatian iMac. Flower Power iMac. Remember those? They were approved by—drumroll—Steve Jobs! That said, what was wrong with the logo? It was relevant for the event and also a nice nod to the striped one designed by Rob Janoff.These are not the kinds of things I normally care about. They have nothing to do with hardware and nothing to do with technology.

Apple’s ethos is about so much more than hardware and technology: It’s supposed to be, as this outsider sees it, about aspiration, dreams, desires, the future, even Utopia. In a word, it’s only 30 percent about the tech and 70 percent about the branding.

That’s right! Let’s ignore the technology, because that’s irrelevant. Let’s instead concentrate on Tim Cook’s shirt. Let’s ignore the details of what Apple unveiled (a spiffy new iPad, say) and suggest APPLE IS DOOMED because of… a colourful Apple logo.

I think today’s Apple event shows that perfectionism fraying a bit around the edges. The bad pun, the goofy logo, the weird product name — all of it pointed to a leadership that either didn’t understand or didn’t care about consistency in iconography.

All of it pointed to a leadership that was pretty much going for ‘business as usual’. There are things I see in Apple now that are different. For example, I was surprised to see Apple go with LTE when it’s fragmented and not available in many countries. But consistency in iconography? Really?

[…] nomenclature was consistent enough to become one of the most hotly speculated-about features of any launch. Would it be called the iPhone 2? The iTablet? The iPhone 5 or the 4S? The 4SG? Think about how little anyone cares about the name of HTC’s next smartphone or Google’s next bit of software, and you’ll see how important that one small detail of nomenclature was to Apple’s iconic position in the world of tech and consumer brands.

Think about the shitstorm that ensued when Apple went for iPhone 4S instead of iPhone 5. For half of the world’s tech pundits, it was like the world had ended. Ultimately, names do matter, but when you’re creating an iconic product, do version numbers matter any more? To suggest that Apple gave no thought to renaming its tablet ‘iPad’ is absurd, especially if it’s going to continue with an annual refresh. Imagine the product line continues a decade into the future—is ‘iPad 12’ going to look like a great thing, or would people just be saying “enough already”, like they do today with software upgrades?

Today’s event and the tiny but glaring inconsistencies bring up the impossible-to-answer question: Would Steve have green-lit that?

I think he would. But, more importantly, one of the things Steve Jobs reportedly told his team was that they should do what they think is right, not second-guess him. If Apple suddenly nose-dives because of a colourful logo or untucked shirt, fair enough. I’ll phone up Jolie O’Dell and ask for advice on lottery numbers. But here’s the thing: I don’t think it’s going to.