So, the cheapest TV stick imaginable has a Cortex A9 processor, so reading about the A9 processor in development by Apple is something that doesn't inspire much in the way of excitement up front for me. But it looks like Apple's A5 is more / less the Cortex A9 with some tweaks, so now we literally have two similar products with the same name that are generations apart.
I know of their technical strength in the low-power scene, and the MIPS/Watt race, ARM still leads by a mile, but ARM could also really stand to have some standards for naming the variants in a semi-consistent way so that the merely technically proficient have a chance of keeping up. And, (dare I say it?) this is what trademarks are for and why they exist.