The idea that it's now "4" simply because it is the fourth generation, doesn't exactly follow previous naming conventions... and frankly, doesn't give Apple enough credit.
"iPhone 4" would've been more widely predicted if Apple had previously used "iPhone 2" and "iPhone 3". But they hadn't. They had instead been descriptive of network and speed, with 3G and 3GS.
Thus it made sense to everyone that a name descriptive of the new LCD display or camera would be used. Everyone was guessing "iPhone HD" or HV or the like.
Apple marketing is smart (the initial backlash against "iPad" notwithstanding). It seems quite likely that they chose "4" because it also sounds competitive against the EVO 4G and possibly other 4G phones coming after LTE hits this Fall.
Plus, as someone pointed out, it works out well later on when the iPhone finally can add a "G".
"iPhone 4" would've been more widely predicted if Apple had previously used "iPhone 2" and "iPhone 3". But they hadn't. They had instead been descriptive of network and speed, with 3G and 3GS.
Thus it made sense to everyone that a name descriptive of the new LCD display or camera would be used. Everyone was guessing "iPhone HD" or HV or the like.
Apple marketing is smart (the initial backlash against "iPad" notwithstanding). It seems quite likely that they chose "4" because it also sounds competitive against the EVO 4G and possibly other 4G phones coming after LTE hits this Fall.
Plus, as someone pointed out, it works out well later on when the iPhone finally can add a "G".