You hit the head on the nail. A name, term, sign, symbol, or design � in Apple's case the prefix "i" � that identifies with a company is branding. Companies spend millions of dollars to create a brand image and in Apple's case it has worked. Now that the prefix "i" is ingrained in Apple's branding image, it is insignificant what it stands for or whether its meaning is diluted. When you hear any "i" product, you associate it with Apple. They've spent millions in marketing dollars and years to develop the brand � so why should they drop it?