Sure I agree they’re a bit confusing, but the iPhone is arguably the single most recognized product name on this planet. Totally lost me with the shift from iPhone to Apple Phone.
"Apple phone" communicates that this is merely Apple's version of a thing, the phone, that many manufacturers produce.
"iPhone" is a noun, its own distinct category of thing, that you can only buy from Apple.
These kind of naming/marketing convention reviews are important to conduct when a change is needed. Nothing in this regards needs to be changed with the iPhone. The whole company doesn’t have to align around i this or that, or no i, until a change is needed. Why they didn’t call it iSilicon.