Gizmodo and Wired have complementary reports that Apple is actually naming the iPhone Apple iPhone, which could get them out of the trademark infringement suit Cisco filed.

The Wired article describes that the likely outcome is that Cisco and Apple will share the iPhone name, as the name iPhone might already be classified as generic. So by calling the phone Apple iPhone, there would be no issue for Apple. See the logo above it has the Apple in front of the iPhone name.
The ITV is also called Apple TV. It could be the new naming convention for Apple products. If you want to dig into the pros-and-cons of the Apple iPhone check out this article on Roughly Drafted. The author details 10 myths about the Apple iPhone.
More details about the Apple iPhone.