Apple now owns .apple (or probably will soon).
Apple can now add an A record to the top level domain .apple.
http://apple/ where should I go? Local domains should process first so I get to my dev box. What if I want to go to apple.com [now redirects to the oh-so-easy-to-remember apple] I can't.
Case and point:
http://pn/ (does not work for all, my work proxy doesn't allow it but my phone does)