Because right now there's indication that they are trademarking the term. There is no indication they will give away a free license. Anyway, why bother to trademark it if you're going to give away the name ?
So someone else doesn't trademark it.
Basically Apple can choose to do something stupid or something smart. They've done the stupid thing before. It diddn't work. You're asking me to believe that they'll repeat that mistake.
Ok, maybe they will. But I'll need more proof to believe something odd like that. I don't have any yet.