By Molly Claire Goddard
7:33am PDT, Aug 11, 2025
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Prince William and Kate Middleton allegedly trade inside jokes with their friends about Meghan Markle.
According to an insider, the Prince and Princess of Wales’ pals have a special nickname for the Duchess of Sussex’s embattled brand as the royal family feud rages on.
Keep reading to learn about the sarcastic moniker for Meghan’s venture…
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After Meghan Markle renamed her company, As Ever, in February 2025, Prince William and Kate Middleton’s inner circle jokingly call the brand “As If,” meaning “as if it will take off.”
“It’s caused quite a bit of laughter within the group. WhatsApp messages have been going back and forth. It’s all very budget and rushed. Embarrassing, really,” the source spilled.
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Meghan Markle and Prince Harry’s business endeavors have hit a few snags over the years. In 2024, the U.S. Patent and Trademark Office denied the California native’s American Riviera Orchard brand’s application because businesses cannot trademark geographical locations.
In July 2025, it was revealed that the couple’s $100 million Netflix deal would not be renewed when it expires in the fall. “There’s no animosity from either side,” an insider alleged. “Things have just run their course.”
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Despite Meghan Markle and Prince Harry’s best efforts, many royal experts see their post-monarchical ventures in Hollywood as massive failures.
“They believe they’re really talented, but when it comes down to it, they’re not. One’s an actress, one’s a royal. That’s it,” one claimed. “His Polo documentary didn’t perform well, and that was a knock. He thought they were interested in him at the start, but it turns out they were only interested in his revelations.”
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The rising tension between the family members continues to bubble over as Kate Middleton’s longtime assistant Natasha Archer unfollowed Meghan Markle on Instagram after leaving her job with the royals.
“She was the buffer. The blocker. The person who kept Meghan at arm’s length and fed [Prince] William doubts about [Prince] Harry,” Rob Shuter’s claimed in his Substack about Archer’s role. “They waited years for cracks in the palace walls — and this is the first one.”