The Telstra decision-maker also believes Apple failed to realize several marketing factors, such as the iPhone name which provoked a hasty response from Cisco -- a large-scale network equipment manufacturer that registered "iPhone" as its own trademark -- ultimately resulting in a lawsuit against the Cupertino-based company. Winn also pointed to Apple's decision to adopt Cingular as its exclusive U.S. mobile carrier. "They did an exclusive with Cingular and they talked about a global rollout - well, Cingular is not a global company," he said. Winn cited the non-replaceable battery as a potential pitfall with consumers, but admitted that the iPhone will likely leave a mark in mobile design despite it's uncertain commercial success. "I am absolutely sure that device will be successful initially," Winn said. "What I'm not sure of is how much money are they willing to devote to all of the life cycle management and upgrades."