Apple Uses Shell Company To Trademark The Term ‘iWatch’

(Credit: Todd Hamilton)

(Credit: Todd Hamilton)

Another piece of the “when will Apple release the iWatch” puzzle may have fallen in to place, with the news that Apple is actively pursuing the iWatch trademark in dozens of countries around the globe.

Of course, it wouldn’t be Apple if it was that straightforward.

Rather than trademarking the term itself, Apple appears to be using a shell company called Brightflash USA LLC to do the work on its behalf.

The firm is registered in Delaware, and has previously been tied to trademarking efforts by Apple. One indicator of the connection between Apple and Brightflash is that it is using the same IP attorney in several locations.

Already applied for are trademarks for the term iWatch in the US, UK, Australia, the European Union, Denmark, China, India, and dozens of other countries.

Apple has made these applications under Class 14 — meaning that it covers jewelry, clocks, and watches.

Apple applied for the iWatch trademark under its own name in Japan, Mexico, Russia, and Taiwan.

The rush to trademark the term may suggest that Apple is planning on launching the product later this year.

Until it’s officially announced, we won’t set our watches by it, of course.

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About the author

Luke DormehlLuke Dormehl is a UK-based journalist and author, with a background working in documentary film for Channel 4 and the BBC. He is the author of The Formula: How Algorithms Solve All Our Problems, And Create More and The Apple Revolution, both published by Penguin/Random House. His tech writing has also appeared in Wired, Fast Company, Techmeme, and other publications. He'd like you a lot if you followed him on Twitter.

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