The iPhone 5's curious branding game

It looks like Apple's next iPhone will be called the iPhone 5, but what does the choice of name reveal about the company's strategy?

It looks like the next iPhone will be called the iPhone 5. What’s in a name? As it turns out, quite a lot.

Every hardware product that Apple has released has had a brand and a sub-brand. Macs for example use the Mac brand and a sub-brand as follows:

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