Rumor has it that Apple is about to rename its online .Mac service and add some new features, including wireless Address Book and iCal syncing with the iPhone. 

Apple HQ is, per usual, keeping mum about any upcoming changes to .Mac, the $99-a-year—and chronically underwhelming—online service that hosts mac.com e-mail, user Web sites, and iPhoto Web galleries, as well as allowing for iCal, Address Book, Mail, and file syncing between multiple Macs.

The Unofficial Apple Weblog reports that coders poking around the latest Mac OS X update noticed evidence that the branding was about to change—and now, bloggers are saying that the new name will be..."Mobile Me," a moniker that Apple had previously trademarked.

The rumors come after word that Apple might be adding wireless syncing features to .Mac, which would push any changes from your desktop iCal or Address Book apps to your iPhone over-the-air, or vice versa. (Apple has already confirmed that wireless contact/event synching for Exchange users is coming to the iPhone.)

As a .Mac user myself, I'd be the first to welcome wireless iPhone syncing—although I wish Apple engineers would first iron out the kinks in .Mac's standard syncing features. It seems like I have to regularly troubleshoot my iCal, Address Book, and iDisk syncing—annoying, given that I'm paying 99 bucks a year for the service.

As for the new "Mobile Me" name, well...fine. As far as I'm concerned, Apple can call .Mac whatever it wants—as long as it works. Oh, and a price drop wouldn't hurt.

Related:
'Mobile Me' the new name of .Mac? [TUAW]