At the annual Macworld conference and expo this week in San Francisco, Apple Computer CEO Steve Jobs announced his company’s long-anticipated plunge into the wireless telephony market with the introduction of the iPhone, a product that Jobs proclaimed would “reinvent” wireless communications and “leapfrog” past smart phones that are now being marketed to wireless customers. With the debut of iPhone, Jobs confirmed that his company—the pioneer of the iPod, which has revolutionized the online music industry—would change its name to “Apple Inc.” to reflect its emergence from a manufacturer of personal computers to a producer of consumer electronics devices. Measuring a mere half-inch in depth, the iPhone combines the OS X operating system that runs on Apple Macintosh computers with Wi-Fi and Bluetooth technology to support a variety of wireless voice, data and other features. Like Apple’s popular iPod, the iPhone will automatically synchronize the user’s media, such as movies, music and photos, through Apple’s iTunes service and will also synchronize e-mail, web bookmarks and other digital content stored on the user’s PC. The iPhone also features a touch-sensitive display that operates as a keyboard and control panel through which users will be able to tap out phone numbers or scroll through their contacts to make calls. The phone will operate exclusively on AT&T’s Cingular Wireless network. Priced at $499 for a 4-gigabyte model or $599 for 8-gigabytes, the iPhone will be offered for sale this June. Although news of the iPhone was well received among analysts and electronics consumers, Cisco Systems—the owner of the iPhone trademark since 2000—filed suit Wednesday against Apple’s use of the iPhone name. Noting that Cisco “entered into negotiations with Apple in good faith after Apple repeatedly asked permission to use Cisco’s iPhone name,” a Cisco spokesman observed that Apple “should not be using our trademark without our permission.”