Apple rebrand at iPhone launch

Apple Computer is to drop the word computer from its name and will now be known as Apple, marking its move into consumer electronics. Apple would not comment on the legal dispute with the Apple Corps record group today though, despite displaying Beatles paraphernalia at MacWorld yesterday.

The announcement comes as Apple unveiled its long-awaited revolutionary iPhone, which combines a mobile phone, a widescreen iPod and wi-fi internet connection.

The move follows months of speculation that the computer giant would enter the mobile market with a breakthrough offering from its California design team headed by Jonathan Ive (DW 26 January 2006).

The phone allows users to make calls by simply pointing at a name or number. It also features a widescreen iPod with touch controls, a display to watch TV shows and movies, and a device that retrieves e-mail and displays photos and graphics with the text.

In addition, iPhone, which rates itself as one of the slimmest mobile handsets at about 11.6mm thick, features a two megapixel camera and wi-fi wireless services for data networking.

Google Maps, which combines Google’s maps service and iPhone’s maps application, is yet another feature of the phone.

According to Apple’s CEO Steve Jobs, the iPhone is a revolutionary product that is five years ahead of any other mobile phone.

Apple has chosen US mobile network Cingular to be the exclusive carrier partner for iPhone in the US.

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