The princess is often called 'Akishinonomiya Mako' by the media, but officially it is proper to call her 'Mako Naishinno' (Imperial Princess Mako) because she is not the head of Miyake (a family allowed to be in status of the Imperial family).
報道などでは「秋篠宮眞子」と呼称されることが多いが、公式には宮家の当主ではないため「秋篠宮」の宮号は冠せず「眞子内親王」と称するのが正しい。