American incredibly popular burger chain Wendy's operates in many countries all over the world, but not in the UK. They say there're some economic reasons, and it may be so, but here's one curious fact: the British don't like names as Mike's, Jimmy's Hot Dogs, Jeffrey's Tavern ect. If we look at places like that (pubs, fast food, cafés and taverns), we'd rather see something like Pig and Twist, Drunk Duck, Cat in the Kettle… Well, you got the idea. Maybe Wendy's is just too boring?
Too difficult and long names are as not good as too short ones, especially if both slightly correspond to your company's activity.
You may say "how smartphones correspond with apples?" – and maybe you'll re right. Computers and smartphones have nothing to deal with apples.