What’s in a Name?

Nick Santilli asks the right question: iPhone OS Got a New Name, So When Will iTunes?. Synchronization is the killer application for the connected world, but Apple’s major sync tool is strangely placed: iTunes, which long ago transcended its name.

Neither the online store nor the local application is primarily about music. It’s about media and synchronizing personal content. Then there are those curmudgeon business owners or technology managers who wouldn’t want their companies relying on a synchronization service called iTunes.

I’m all for MobileMe as new name. It’s already Apple’s sync service for email and other Net content. MobileMe is plenty good enough for the whole shebang. But whether MobileMe or something else, the time for change is long overdue.