iPhone: Apple vs. Cisco

The iPhone. What's not to love about it? In fact, it's safe to say that I'm absolutely enamored with this gadget. It's a phone, mail, web and iPod rolled into one. It's amazing. I've already hinted to the powers-that-be how so much more productive I could be if I only had one. I must admit, it wasn't very subtle.

That aside, the latest chatter is about the Apple-Cisco trademark war brewing. Turns out that iPhone has been trademarked since 1993 by InfoGear. Cisco purchased Infogear in 2000, and has owned the trademark since then. Apple wants it, Cisco has it. It has all the makings of high-tech drama.

Then Steve Jobs, the High Priest of Apple, made his keynote speech at MacWorld. (Speaking of which, what was up with Cingular's top dog, Stan Sigman?) The iPhone was unveiled, and the shit hit the proverbial fan. I've had many interesting conversations with friends and collegues over this very topic.

"How could Apple do such a thing?"
"What were they thinking?"
"Apple needs to fire its legal department!"

Unless you've had your head in the sand the past few days, you've probably been involved in these conversations, too.

Well, here's my thoughts, and it turns out that I'm not to far off base. Apple and Cisco have been in negotiations on the use of the name iPhone for years. It's not like Apple's planned rollout was a big secret. In fact, I had bet that Cisco was attempting to hold Apple at bay in an attempted play for the upper hand. Apple's iPhone debut was a strategic - albeit not surprising - move to force Cisco's hand in the matter. Now Cisco is crying foul and filing suit.

I predict the two companies will probably settle for an outrageous amount of money, and Apple gets to keep the name. Corporate politics is a very dirty game indeed!