This week Apple unveiled its long-awaited iPhone which, like all exciting new phones today, is a digital organizer, home entertainment center, game platform, camera, and close personal companion. It even makes phone calls. The name “iPhone” is a natural fit, joining iPod, iTunes, and iMac. It also belongs to Cisco, which, according to The Wall Street Journal today, registered the iPhone trademark in 2000. (The iPhone mark, Serial# 75076573, was actually registered on March 20, 1996 by Infogear Technology Corporation. Infogear assigned the mark to Cisco on June 5, 2000.) News articles about Apple’s iPhone release reported Cisco’s ownership of the mark and the fact that Cisco and Apple were negotiating terms for Apple’s use of the name. It is not a surprise, then, that Cisco countered iPhone’s debut by suing Apple for trademark infringement. I would love to have been a fly on the wall for Steve Jobs’ internal discussions about unveiling the phone with its rights to the mark unresolved. I wonder: how much is Apple willing to pay Cisco for exclusive rights to the name, and how much has Apple budgeted for legal fees?