Apple acts fast to trademark ‘slofie’

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scene from video for slofie
It sounded fun when we heard it, but Apple is all business about the word "slofie."
Photo: Apple

Apple thought itself cheeky when it used the word “slofie” to introduce the slow-motion feature on the iPhone 11’s selfie camera.

Now that the chuckles have subsided, Apple wants to trademark the name.

Apple filed a trademark application last week with the United States Patent and Trademark Office. According to the USPTO website, Apple met the minimum requirement for filing and now awaits an examiner to determine if the iPhone maker gets control over the word.

The front-facing camera on the iPhone 11 and 11 Pro will record slow-motion video at 120 frames per second. Apple introduced the feature at the fall product launch earlier this month with a 30-video of a woman moving her head with unseen winds blow through her hair.

It started out like a White Snake video but then quickly turned humorous when the continuous gust of air shifts to her mouth and inflates her lips and cheeks. The clip ends showing the woman on the end of her bed with a running blow dryer behind her “slofie” camera.

The Verge reported that Apple is trying to prevent third-party companies from creating “slofie-branded apps” and other forms of video capture/editing software.

Source: The Verge