Apple has registered trademarks for three new MacBooks days ahead of its “Hello again” press event. Two of them are likely to be the new MacBook Pro in 13- and 15-inch sizes, while the other is expected to be a new 13-inch Retina MacBook.
It’s well known that Apple, like many multinationals, uses a variety of non-U.S. countries to help reduce its tax bill. However, what is less well known is that the company also takes advantage of some interesting pieces of international legal minutiae to keep its future plans secret.
In particular, Apple is a big fan of Jamaica when it comes to filing trademark paperwork about its upcoming products — since Jamaica doesn’t easily provide would-be snoopers with a way to search databases about newly-filed information.
It’s been many years since Apple last used its famous “Think Different” advertising slogan, which accompanied the company’s ads from soon after Jobs’ return in 1997 until the launch of the iMac G4 in 2002.
Almost a decade-and-a-half later, however, Apple’s not content to let the trademark lapse on its iconic mantra: this month updating it for the first time since 2009 with a new European Patent and Trademark Office filing.
Of these applications, four featured the Apple logo in front of the word “Watch,” while the other two referred to the two words “Apple Watch.”
Apple’s legal firm filed the trademarks under a total of 11 International Classes for protection and clarification, covering areas including financial transactions, fitness and wellness sensors, and more.
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.
The company behind Candy Crush Saga has withdrawn its controversial trademark application for the word “Candy” in the United States, according to documents filed with the U.S. Trademark Office early on Monday morning.
Apple has moved to trademark the “Advertising Re-Imagined” slogan used to promote its iAd mobile advertising platform. The Cupertino company filed for the trademark on Wednesday, September 25, more than three years after it launched the iAd business.
Apple announced Logic Pro X last week, and alongside it an iPad companion app called Logic Remote that allows users to record, mix, and play virtual instruments remotely. The Cupertino company has now moved to trademark the app’s icon.