I don’t think Apple had decided on a name for the phone and finally settled on iPhone. John Gruber tells us that iphone.com points to a “junky” internet phone service website, there is no printed name on the back of the phone much like all the iPods say “iPod” on the back, and probably the best reason of all: everyone is already calling it that. No matter what blog/news site you read, iPhone is instantly connected to Apple’s then-non-existent mobile phone. Why fight your target market on what you want to call the phone? They know its the iPhone and regardless of whether you call it Apple Phone/iChat Mobile, it is still going to be called iPhone. I think this will also be the case of the Apple TV iTV.