As Mat noted last night, it's looking like a name change is in store for the .Mac service. CodingRobots.com and Deep Apple (via Daring Fireball) have found some additional interesting strings in the newest release of the iPhone SDK, building on strings found in other parts of the Mac OS X update (iCal, Mail and more) released Tuesday.
Apparently, Mobile Me looks like it wil be the name of the new service: CodingRobots has a screenshot of the "MobileMe" string inside the SDK 2.0 release. Add in the 2006 AppleInsider report, noted by DF, that Apple filed a trademark application for the name "Mobile Me" in early 2006, and all signs point to the new branding for .Mac. What Mobile Me could offer is known only by Apple at this point, though Gruber speculates that Mobile Me might extend the over-the-air sync capabilities of iPhone 2.0 (as announced, limited to Microsoft Exchange/ActiveSync users in the enterprise) to the rest of us.