Does anybody really care what they call it, apple had to have known there would be legal problems with the name. Maybe they wanted the name so bad they are probably willing to just pay(settle) for it out of court..
now that everybody knows it as iPhone, its always market branded. regardless of what they call it now. When someone sees one they will say 'is that an iPhone?' not iFone or iTalk or iMobile or whatever they plan on calling it if they cant use iPhone.
Apple spokesman Steve Dowling dismissed the legal dispute. "We think Cisco's trademark lawsuit is silly," Dowling told Dow Jones. Several other companies use the iPhone name for products, and "we are the first company to use the iPhone name for a cellphone" instead of a home phone using Internet technology, he said. Dowling declined to comment on why the negotiations broke down. Apple shares slipped slightly in after-hours trading, falling 40 cents, or 0.4%, to $96.60. They ended the regular session up $4.43.