What’s in a name?

Apple has been known to change the names of projects when word about them leaks, but "iWatch" is so much better than alternatives like the iPad-sounding "iBand" that it would be a little surprising if this name didn't make it to market. Apple seems to think the same way, since it’s been snapping up trademarks on the name like crazy for the past year, often under the guise of a shell company.

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Mike ElganMike Elgan writes about technology and culture for a wide variety of publications. Follow Mike on Google+, Facebook and Twitter.

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