Apple’s adaptive OLED touchbar for its next-gen MacBook will be called the “Magic Toolbar,” according to a trademark filing made earlier this year.
The trademark filing was made by a dummy corporation called “Presto Apps America LLC” on February 5, 2016. Interestingly, said corporation happened to use the same lawyers as those who applied for the trademark “AirPod” in Indonesia, Canada and Malaysia.
The trademark was applied for in Class 9, which covers computer hardware, handheld devices, tablets, smartwatches, telephones and more.
It was discovered by trademark experts The Trademark Ninja, who suggested that it likely cost in the region of $16,000 for the filing. Since Apple already owns trademarks for the Magic Keyboard, Magic Trackpad, and Magic Mouse, the website notes that Apple:
“… would almost certainly be able to stop any other company applying for the trademark ‘Magic Toolbar’, on the basis it’s similar to their existing trademarks and likely to cause confusion.
So, another company would have to be 100% certified insane to spend €16,000 in outlay for a trademark application that someone with the clout of Apple was almost certain to be able to object to and defeat. And that’s the main reason that I’m putting my neck on the line and saying that ‘Presto Apps America LLC’ is actually Apple.”
Apple’s stealthy trademark filings are no secret (well, that they exist is no secret; what they actually are is less well-known.) Earlier this week, we wrote about the way Apple often files early trademark paperwork in countries like Jamaica, which don’t provide easily searchable databases for newly filed information and thus make things difficult for snoopers.
Still, this particular secret will hopefully be revealed this October 27, when Apple holds its Mac keynote at Apple HQ, which is widely expected to introduce the world to the company’s redesigned MacBook Pro with
OLED touchbar Magic Toolbar.
Source: The Next Web