The smart watch was finally unveiled at Apple’s autumn conference, but it was named Apple Watch. Despite a lot of complaints and dissatisfaction, many consumers expressed their love for Apple Watch using terms such as "exquisite" and "dazzling". iMac, iPhone, iPad, these are Apple’s revolutionary products named with the “i” prefix in the past 16 years. However, Apple did not choose “i” for smart watches. The naming change from iWatch to Apple Watch may not be Apple’s original intention, but is mainly based on trademark considerations. Trademark squatting has become commonplace. Previously, Apple had to pay a price of US$60 million to obtain the iPad trademark in mainland China. But at least outside mainland China, the acquisition of the iPad trademark was successful. However, the registration of the iWatch trademark has brought huge challenges to Apple. There have been rumors that Apple is developing iWatch for a long time, and many companies have taken aim at the business of registering Apple's trademark. Before Apple, the iWatch trademark rights had been registered by other companies in the United States, the United Kingdom, parts of Europe and China. In addition to completing iWatch registration in Japan, Mexico, Russia, Taiwan, Turkey and other countries and regions, Apple faces trademark rights issues in other major countries that have yet to be resolved. The holder of the iWatch trademark in the United States is a company called OMG Electronics in California. In the UK, a network services company called Probendi has been the holder of the iWatch trademark since 2008. In China, at least nine companies claim the patent rights, although most of them have expired. In addition, there is another company that holds the iWatching trademark. According to statistics, most of Apple’s iWatch trademark applications in the above-mentioned countries have been rejected, and a small number of them have filed trademark objections. Apple's registration of the iWatch trademark also encountered resistance from traditional watch manufacturers. In May this year, Swiss watch manufacturer Swatch tried to prevent Apple from using the "iWatch" trademark. Swatch CEO Nick Hayek said that iWatch is too similar to Swatch's iSwatch brand, and Swatch has registered the "iWatch" trademark in some countries. Swatch sells one A watch called “iSwatch”. Hayek believes that because the two brand names are too similar, Apple may cause damage to the iSwatch brand. Being blocked in trademark application forced Apple to find another way. Apple TV was forced to change its name. In fact, this is not the first time Apple has encountered trouble with trademarks. Eight years ago, Apple TV also underwent a name change. Apple TV made its debut at a press conference in San Francisco on September 12, 2006, and was called iTV at the time. The name "Apple TV" was not mentioned at the conference, but its development code name "iTV" was mentioned. When the product was officially launched, Apple renamed it Apple TV and did not disclose the reason for the name change. The industry speculates that this is mainly due to trademark rights issues. In 1998, Steve Jobs, who had just returned to Apple, named iMac with the "i" prefix for the first time. Over the past decade, Apple has released a number of products named with "i", such as iTunes, iWork, iPhone and iCloud. In 2014, Apple’s smartwatches did not follow the tradition of being named after “i”. This should be Apple’s expedient measure in the face of possible trademark disputes. Some analysts say that Apple Watch will end Apple's traditional naming method, but the author believes that Apple will not give up easily and the "i" series product names will be continued.