We've gone over just how bad the Mobile Me brand sounds to us a couple of times already (almost as bad as this week's service!), but now reports surface that there may just be something better hidden beneath the bad label:

MobileMe is slated to include a host of new features, which we alluded to early in May; in addition, there will be new web interfaces for all aspects of MobileMe -- calendars will look just like iCal, Contacts will look just like they do in Address Book, etc. This is similar to the way .Mac Webmail works today, though we've heard that the new interfaces will be much snazzier (yes, that's a technical term).

Delivery estimate? Late June/July timeframe, hooking into the iPhone 2.0 and not only the newly released OS X 10.5.3, but potentially Windows as well.

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Yesterday came word that the name Apple might be using to rebrand .Mac was "Mobile Me", and amid the pitchforks, torches, and angry villagers storming the internet pipes to Cupertino, we figured our readers could easily come up with a better name, and sweetened the pot with $50 worth of gift card incentive to prove it.

Daring Fireball's John Gruber had previously mentioned that iMobile might be an alternative, though his readers felt it could too easily be mistaken for immobile, probably not the poetry Steve Jobs is shooting for.

Now Gruber, and his handy crowd-source at Twitter bring word that just plain old "Me", surfaced as me.com, could be a candidate as well, and had mysteriously changed ownership just today.

Make of that what you will (and I will continue to make fun, for the same reasons mentioned in the first post). And don't forget to enter our contest. Pick a better name than "Mobile Me", and if the blog staff likes your name best, the $50 gift certificate is yours! [We'll compile the guesses from this and from our previous post. The Gift Card is for the Phone different Accessory store. Deadline: 4EST on Monday June 2nd].

[From Dieter: I dislike this whole "me" thing for several reasons. First, it smacks of a 1990's, by-committee branding that sounds hip and clever but is actually staid and out-of-touch. Very Un-Apple. Second: If Apple somehow manages to make this brand hip and the "Me" does make people feel like they have ownership and identity with the brand ("Me.com really is about ME. Gosh, it's like it's my very own internet service,") then they'll be faced with an impossible task: not screwing that up. Think about how unhappy you are with .Mac's reliability and speed. Now imagine if that service weren't called ".Mac" but instead "Me." People will become disenamoured very quickly. Now we can obviously assume that this whole Me.com thing will have better reliability -- but if Apple really is looking for a straight-out, bald-faced "this is Me on the internet" branding, then even the tiniest failure in the system is going to make people super pissed -- it would go from "Aw crap, .Mac sucks again" to "Me.com is down again. Apple broke ME". Not good.

Thirdly: Windows ME. 'nuff said.]