Crack marketing team

Apple supposedly relies on a crack marketing team for determining new marketing names of Apple products.

History
According to senior VP Craig Federighi at the 2013 Worldwide Developers Conference, a "creative group" thought "out of the box" to propose the name OS X Sea Lion for the next version of OS X when Apple was starting to run out of viable cat names, but instead switched to landmark names, starting with "Mavericks" for OS X 10.9.

The following year at the 2014 Worldwide Developers Conference, the "crack product marketing team" supposedly embarked on a journey in a in search of California landmarks, leading to proposals such as OS X Weed, before settling on "Yosemite" for OS X 10.10.

At the 2017 Worldwide Developers Conference, Federighi discussed how the "crack marketing team" was once against enlisted to come up with the name "High Sierra" for macOS 10.13 while traveling in their minibus. He joked that they "assured us this name is fully baked."