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Apple Missed Step 5

Step 1: Develop amazing mobile phone/music/pda/internet device
Step 2: Run a trademark search on “iPhone” (www.uspto.gov)
Step 3: Discover that it’s been owned by Cisco since 2000
Step 4: Enter into talks with Cisco over the use of that name
Step 5: Complete talks with Cisco, and sign a dang contract
Step 6: Launch product