Anything can become cool and a craze if you put an “i” in front of it. The improper use of lowercase “i”s in words that are otherwise all caps. It seems as though marketing types have fallen in love with the dot on the “i” as a cool and friendly new look. It’s spreading like wildfire. Aren’t they just the exclamation points used upside-down?? or simply a tittle: “a small distinguishing mark, such as a diacritic or the dot on a lowercase i or j.”
Oh, BTW Apple didn’t invent this idea, but they own it now through a very clever marketing move!!
Few leading brands which have “every letter but one” in uppercase: