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Apple Goes After The 'STARTUP' Trademark For A Second Time

Apple has filed the necessary paperwork to trademark the word “STARTUP” in Australia. The filing occurred on Aug. 27, according to TM Watch. Were Apple to succeed, it would hold the trademark in various industries, including retail, computing, as well as mobile and educational classes.
  • Class 35: Retail store services, including retail store services featuring computers, computer software, computer peripherals, mobile phones, and consumer electronic devices, and demonstration of products relating thereto
  • Class 37: 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
  • Class 41: Educational services, including 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
  • Class 42: Design and development of computer hardware and software; technical support services, namely, troubleshooting of computer hardware and software problems; installation, maintenance and updating of computer software; technological consultancy services in the field of computers, computer software and consumer electronics; computer diagnostic services; computer data recovery
This isn’t the first time Apple has attempted to acquire the “STARTUP” trademark. In 2011, it filed paperwork for the trademark in both Australia, and the United States. To date, neither has been approved. While it hasn't been revealed what Apple plans to do with the "STARTUP" trademark, TM Watch notes that the Apple website references its operating system booting-up as ‘Startup’ (with a capital letter). In addition, in December 2012, Apple was awarded the U.S. trademark for its startup "chime," which is the sound a Mac computer makes when turned on. For an approved list of Apple trademarks, click here.
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