Apple can use iPhone for the phone, or for a gaming device, because they have that trademark in that sector.

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This ruling is the latest in a fight between the companies over the Xbox video game console and are related to the larger patent war between Apple, Microsoft and the mobile phone makers who use Google, which includes its subsidiary Motorola Mobility.

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While some carriers still use phone numbers to identify specific user devices or accounts, Apple has abandoned them in favor of unique device IDs (UDIDs).

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The European Commission charged Samsung Electronics on Friday with abusing its dominant position in seeking to bar rival Apple from using a patent deemed essential to mobile phone use.

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For starters, Apple may use a new liquid crystal display technology and change the physical size of the phone.

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Google figured out a better way to find information, and place ads, just about killing newspapers (and magazines.) Apple found a better way to use mobile minutes, taking a big bite out of cell phone manufacturers.

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They hope, of course, and it is how the phone companies justify paying Apple so much for their phones, is that iPhone buyers will use their phones far more than before and generate future profits.

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The real problem for Apple is that it's tough to build a smart phone that can compete with the ease of use of a simple flip phone equipped with buttons.

FORBES: Magazine Article