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I suspect Apple's near-pathological desire for pre-launch secrecy of any new product has bitten it here. To legally use the name "Iphone" Apple would have had to do a deal with Cisco. If a deal had been done, Cisco would have issued a press release, because such a deal would look good and probably boost the Cisco stock price, and companies have duties to their shareholders to do shit like that. But if Cisco issued a press release announcing that Apple had signed a deal to licence the "Iphone" trademark, then all secrecy would have gone out the window... and we all know how much Steve hates that.
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