On April 20, 2011, the US Patent & Trademark Office published Apple's latest trademark application for "Startup" under application 85296886. They've also filed for "Mission Control" in Europe. Although Apple has used Startup in the past associated with Startup key combinations for Intel-based Macs, we believe the new mystery trademark may have something to do with a new or future retail in-store class teaching consumers how to start up with their new Apple product(s). While we may like to think that it's something associated with Apple's forthcoming OS X Lion, the trademark's International Classes may not support such a position. But until it actually surfaces, its true purpose remains a mystery.
Apple's Trademark Application In-Part
Apple Trademark's "StartUp" in Plain Text
Apple Trademark: International Class Details
International Class 035: Retail store services featuring computers, computer software, computer peripherals, mobile phones, and consumer electronic devices, and demonstration of products relating thereto.
International Class 037: Maintenance, installation and repair of computer hardware, computer peripherals and consumer electronic devices; consulting services in the field of maintenance of computer hardware, computer peripherals, and consumer electronic devices.
International Class 041: Educational services, namely, conducting classes, workshops, conferences and seminars in the field of computers, computer software, computer peripherals, mobile phones, and consumer electronic devices and computer-related services; providing information in the field of education.
International Class 042: Design and development of computer hardware and software; technical support services; installation, maintenance and updating of computer software; consulting services in the field of computers, computer software and consumer electronics; computer diagnostic services; computer data recovery.
Apple asserts a claim of priority based on Jamaican application number 56746, filed 10/21/2010. Update April 22, 2011: Startup has also been filed in China under application 301894555. The application notes the same International Classes as noted in Apple's US filing.
Apple European Application In-Part for OS X Lion's "Mission Control'
Apple has also applied for the trademark related to OS X Lion's feature "Mission Control" in Europe. The filing includes International Classes 9, 38 and 42. This differs from Apple's trademark filing for Mission Control in China in October 2010 which added classes 16, 28 and 41. Apple's filing for Mission Control in the US has yet to surface.
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