Apple’s Tim Cook wants to retire the “i.”

Cook, who took over Apple from founder Steve Jobs, launched a new smartwatch on Tuesday that he’s calling the Apple Watch — a departure from the company’s longtime habit of adding a lower case “i” in front of a new product’s name.

Likewise, Cook stepped back from adding an “i” to the company’s new payments app, dubbing it Apple Pay instead.

Apple watchers said Cook may want a fresh start now that he’s finally launched the Apple Watch — his first new product line since he took over the reins three years ago.

“I think they want to start a new chapter with the introduction of the watch,” said Cathy Boyle, an eMarketer researcher.

Cook just has to hope Apple Watch sells.

Boyle, who has a research project on features that could drive consumers to buy more wearables, said her only concern with the Apple Watch is the $350 price tag.

“I worry that price will get some people to hesitate,” Boyle said. “We may not see adoption until the price point comes down.”