Apple Uses Shell Company To Trademark The Term ‘iWatch’

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(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.

Apple Tells Australian Court: We Invented Apps

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Did Apple invent the “app”?

In terms of coining the word — or coming up with the idea of software — the obvious answer is that of course they didn’t.

But did Apple’s approach to apps — seen most readily through the type of applications sold through its App Store — forever change what the typical user thinks of when they hear the word?