I, Cringely . The Pulpit . What's in a Name? | PBS

See the post for more analysis, including to 3G or not to 3G

So Apple changed its marketing, diluting its whole "iThis" and "iThat" naming strategy in deference to Elgato, a company they could buy with a weekend's earnings from the iTunes Store, but chose to go toe-to-toe with Cisco, a company that's bigger, richer, and just as mean as Apple any day.

If an iTV can become an Apple TV, why can't an iPhone become an Apple Phone?

I think it will.

Source: I, Cringely . The Pulpit . What's in a Name? | PBS