What's with Apple taking Cisco's names?

The iPhone itself was actually Cisco's name... used without Cisco's permission, and eventually resulted in a licensing agreement. This time around, Apple is using the iOS (IOS in Cisco's world) name. And while they have permission, I can't help but ask "why does Apple keep taking Cisco names?" Especially iOS - are they joking? It's a bad name for Cisco's product and an even worse name for Apple's...