Back in the 1970s and early 1980s, Oscar Mayer — the wiener people (no relation to Anthony) — ran a series of adorable commercials featuring kids singing about how their hot dogs and bologna had first and last names. It's how many people learned how to spell "B-O-L-O-G-N-A."
The cellphone business took this inanimate object naming idea to heart. Heretofore, cellphone marketing geniuses kept saddling their wares with an alphabet soup of identifiers that looked as if they'd been created by a password generator or by the failed attempts of the infinite number of monkeys (not otherwise involved in planet domination) sitting at typewriters attempting to reproduce Hamlet.
For a while, we were golden. StarTAC. Razor. Chocolate. iPhone. Droid. Galaxy. Evo. Evocative and easy to remember, everything a trade name should be.
But those damned Shakespeare-typing primates may have taken over the cellphone naming planet, but Apple may have some need of them to help with identifiers for its upcoming iPhone and HDTV.