Jeff Schulz for Advertising Age:
Names are very much like real estate, and every company wants to find the perfect lot that's ripe for development. Apple was lucky to find an undeveloped parcel in "Retina." Now, no one else can own that name vis à vis display screens simply because of the way Apple filed the name with the USPTO -- just "Retina" and described, among other things, as "computer display screens." Due to this highly strategic approach, there will never be a "Microsoft Retina" screen. Or an "LG Retina" screen. The only "Retina" screen that will ever exist is from Apple.
Most people understand the importance of name in respect to an identity, but it's much more than that — it's a strategy.