The "new" products

When we use the word "new" to be our product name, 
the main purpose is to develop a new market area. 
It is broadly way to use in the R&D development. 

However, 
it is risky to use the word "new". 
The famous example is New Coke. In 1985, 
to open a new market and get rid of their competition Pepsi, 
Coke Cola presented "New Coke." 

They are not only using the new package, but also "brand new" the flavor as well. 

However, due to the failure of New Coke, 
Coke Cola is not only losing their No1 reputation in the market, 
but Also opening the war within the market. 

Til now, 28 years later, 
New Ipad released. 
How to avoid the same situation happen again, 
it depends on Apple how to define the difference between their existed items and this new item.