"Today’s announcement from Cisco regarding our suit with Apple over our iPhone trademark has spurred a lot of interesting questions. Most importantly, this is not a suit against Apple’s innovation, their modern design, or their cool phone. It is not a suit about money or royalties. This is a suit about trademark infringement."
Source: News@Cisco
You should read the whole post, it's really good. If it pays off for Cisco, we could see more companies going "over the heads of lawyers" and bringing their case to the court of public opinion.