Adam Lashinsky’s new book Inside Apple, which was released earlier this week, is full of juicy stories from Apple’s past. Pieces of the book have been popping up on the web over the past two weeks.

The latest excerpt we’ve come across, courtesy of our friends over at Cult of Mac, provides some insight on the details surrounding Apple’s “acquisition” of the iPhone trademark from Cisco Systems…

As most of you probably already knew, when Apple announced the iPhone back in 2007, Cisco already owned the trademark. The company, famous for networking solutions and wireless routers, had an internet-based handset of the same name.

So how did Apple earn the right to use the iPhone moniker? Lashinsky explains:

“[Cisco executive] Charles Giancarlo fielded a call directly from Steve Jobs. “Steve called in and said that he wanted it,” Giancarlo recalled. “He didn’t offer us anything for it. It was just like a promise he’d be our best friend. And we said, ‘No, we’re planning on using it.’ “Shortly after that, Apple’s legal department called to say they thought Cisco had “abandoned the brand,” meaning that in Apple’s legal opinion Cisco hadn’t adequately defended its intellectual property rights by promoting the name. To Apple’s way of thinking this meant the name iPhone was available for Apple’s use. Giancarlo, who subsequently joined the prominent Silicon Valley private-equity firm Silver Lake partners, said Cisco threatened litigation before the launch. Then, the day after Apple announced its iPhone, Cisco filed suit.

The negotiation displayed some classic Steve Jobs negotiating tactics. Giancarlo said Jobs called him at home at dinnertime on Valentine’s Day, as the two sides were haggling. Jobs talked for a while, Giancarlo related. “And then he said to me, ‘Can you get email at home?'” Giancarlo was taken aback. This was 2007, after all, when broadband Internet was ubiquitous in homes in the US, let alone that of a Silicon Valley executive who had worked for years on advanced Internet technology. “And he’s asking me if I’m able to get email at home. You know he’s just trying to press my buttons—in the nicest possible way.” Cisco gave up the fight shortly after that. The two sides reached a vague agreement to cooperate on areas of mutual interest.”

Wow. For more interesting first-hand accounts like the one above, you can grab Lashinsky’s Inside Apple from the iBook Store for $12.99.

What’s your take on the story?

  • Daniel

    Love it! Classic Jobs!

  • Siv

    How Apple “bullied it’s way into getting” the iPhone Trademark From Cisco.

    What a surprise. Such a shame, Apple delivers great products but adheres to distasteful business tactics.

    Hopefully Cook is more ‘diplomatic’ in his approach.

    • Anonymous

      You find this to be a surprise? Really? This is commonplace for Apple.

      • Siv

        “What a surprise”. <- That usually implies sarcasm.

      • Anonymous

        Sorry, my sarcasm detector was off. But seriously, sometimes it’s hard to detect/convey emotions across the internet unless we do this 😉 🙂 😀 🙁 8==D

        My bad.

    • Anonymous

      actually that’s a hell of a salesman.. that’s all it really is.

  • Imahottguy

    That’s hilarious. “Do you get email at home?” XD

  • Anonymous

    Anyone wonder why “iPhone”? Nothing in Apple product history had i-anything in it? Although today we find it hard to imagine anything else, why would Cisco just give up on the patent name? Or better yet, get royalties for allowing the name usage.

    • Anonymous

      I believe the iPod and iMac were out well before the iPhone.

      • Jon Garrett

        depends on which iPhone you’re talking about. the Infogear iPhone was released back in 1998.

  • you guys gotta realize if steve was never that way, apple would have never been a reality

    • Anonymous

      Because this man can see into alternate universes

  • Anonymous

    i read this a year a go, i think even at wikipedia, i was reading to make an essay about iphones. so the credits doesnt surely goes to inside apple, i think

  • Classic steve jobs indeed. why bother come up with your own name when someone already did it “for you”

  • xk8ping2

    Apple wasn’t the first Smartphone on the market either in 2007. IBM together with Bell Labs developed the Simon in 1994 considered the first intelligent smart phone. It was a phone with a PDA. All the IBM service people had them. 50,000 units were sold over the next year to consumers. The cell phone infrastructure was not ready for mass marketing.

    Apple was not the originator of the iPOD either. There a bunch of companies marketing mp3 players, as much as 3 years before Apple. There was a South Korean company that came out with the iAudio a year before Apple’s iPOD. Creative Labs sued Apple for infringement on 4 of their patents. Apple had to pay $100 million in damages and then royalties for the use of their technology.

    Apple with Jobs at the head may not have been the originator of any of their products, but I can say Apple has done a great Job of the design, ergonomics and marketing of their products. Even more than that, Apple’s marketing created a loyal user base following like no other. I remember the Chiat/Day 1984 Orwellian commercial of the IBM lemmings staring at a big screen and this athletic girl comes out of no where throwing a hammer at the screen. It breaks and also breaks the hypnotic trance everyone is in. The commercial implied that IBM had a cultish hold on people and Apple was freeing everyone from it. But in retrospect, the irony is Apple is the one that really created the Orwellian cult following. The amazing thing about it is, Apple followers don’t even know it. And that is what creates a cult.