They always steal whatever name they want, they use it, they are told repeatedly not to use it, they use it some more, it becomes entrenched in the psyche of the millions of apple sheep, they market with it, they are told not to, they do it anyway and viola they stole the name and start hitting the courts to sue any company who lays claim to their property. Either that or they will start a small outfit to licence the name for a small fee then transfer it to the mother ship and use it like they always owned it.
History does always repeat itself...is there any point fighting it?