That's different. As per wikipedia: "FireWire is Apple's name for the IEEE 1394 High Speed Serial Bus. It was initiated by Apple (in 1986[2]) and developed by the IEEE P1394 Working Group, largely driven by contributions from Apple, although major contributions were also made by engineers from Texas Instruments, Sony, Digital Equipment Corporation, IBM, and INMOS/SGS Thomson (now STMicroelectronics)."
This bus was developed by many companies and they used different names for it. Light Peak is being developed solely by Intel (just like USB was) and it would be ridiculous for anybody to name something they have no claims on.
My point is that Intel can call it something, and Apple can call it something else, and chances are Apple's name will stick (and Intel know it).