You may have never really noticed the weird capitalization pattern on iPhones; or perhaps you just thought it was part of Apple's brilliant marketing schtick. In reality, though, this weird mid-word capitalization has been around for a while, and is commonly known as 'camel case' (because of the visual "hump" that a nested capitalized letter gives a word).
Caleb Crain, in a great article for The New York Times, takes a cursory look at the evolution of camel case over the years. WhileSource: Switched RSS Feed
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