Mystery Trademark Related To Product Set-up

April 25, 2011

Apple has filed a trademark application for the word “Startup,” probably related to the company’s expansion of post-purchase training and set-up services that began earlier this year. The company applied for the trademark last October in Jamaica, a tactic Apple frequently employs to keep its trademarks secret and to bolster its claim of priority when filing in the United States. The application was submitted to the U.S. Patent and Trademark Office on April 15th and is related to the standard categories of retail stores, maintenance and installation of hardware and software, educational services, and technical support. Last January Apple debuted Personal Setup services at its retail stores, offering product buyers the opportunity to have their computer, iPhone, iPod or iPad configured with personal e-mail and other settings. The service dovetails with the fee-based One to One service, which offers additional post-purchase set-up. Download (pdf) the full, and rather uninteresting, trademark filing.

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