Apple "Mac Pro" trademark filing surfaces

[AppleInsider]

Sticking with its recently-uncovered practice of filing trademarks for unannounced product names through overseas trademark and intellectual property offices, Apple Computer late last year sought a trademark on the phrase "Mac Pro" from New Zealand's Intellectual Property Office.

Speculation based purely on the filing itself would suggest that Apple may be considering a re-branding of its Power Mac line of professional desktops later this year when it introduces the first models based on Intel processors. The company recently renamed its PowerBook line of professional laptops "MacBook Pro" in a effort to leverage and better distinguish its "Mac" trademark and brand in the personal computer market.

In the filing, dated November 18, 2005, Apple broadly describes "Mac Pro" as "computers; computer hardware; computer software; computer peripherals; notebook computers; laptop computers; tablet computers; computer servers; handheld computers; mobile computers; hard drives; audio speakers; speakers for computers; radios; cameras; video cameras; telephones; mobile telephones; personal digital assistants; electronic organizers; electronic notepads; magnetic data carriers; telephones; mobile phones; computer gaming machines; microprocessors; memories boards; monitors; displays; keyboards; computer input devices; computer cables; modems; printers; parts and accessories for all the aforesaid goods." The trademark request is still under examination.

Details pertaining to Apple's forthcoming updates to the Power Mac line have been far and few between. Perhaps the most interesting and reliable piece of information has come from sources who last year told AppleInsider that the Cupertino, Calif.-based company had tapped industry heavyweight Intel to help design the computer's logicboard inside Intel's Oregon division.

Earlier this month, AppleInsider was first to reveal that Apple had begun filing for trademarks on unannounced products through overseas offices. Two interesting trademark filings that surfaced in Hong Kong reference an 'iPod Boombox" and a device or service called "iPod Hi-Fi."

The trademark filing for "Mac Pro" was first noted in a report on TheStreet.com, which takes a closer look at Apple's practice of filing for vital trademarks overseas before it does so in the United States.

[ View this article at AppleInsider.com ]

[Danosaur]

I wonder if their servers will now be called BigMac Pro.

[addabox]

That laundry list of things "Mac Pro" covers is, um, extensive.

Perhaps someone familiar with patent strategies would know if this kind of thing is done just to cover the bases, or possibly to throw off obsessive compulsive Apple watchers by burying some actual planned products in a haystack; or if the patent actually implies that Apple has plans to make every consumer electronic device known to man.

[TednDi]

In time for Mac World Paris Apple should register Le Royale as well!!

[CosmoNut]

Originally posted by TednDi
in the for Mac World Paris Apple should register Le Royale as well!!

Or would it be Le Royale Pro?

[kenaustus]

Maybe there will be 3 Macs in the future: Mac mini, Mac and Mac Pro. Personally I prefer PowerMac, but a headless mid-range would be interesting.

[nagromme]

They might change the PowerMac name, but they don't have to: it already has "Mac" in it, it has brand recognition, and the "power" (formerly PPC) part can have a generic meaning the way PowerBooks used to (they came before PPC).

This filing tell us nothing about the names of future pro towers.

* If they were going to name them Mac Pro, then they would file for this trademark.

* If they were NOT going to name them Mac Pro, then they would STILL file for this trademark. To prevent other companies from using the name, a method Apple has used many times.

So either way, they'd still trademark it. We can't tell anything from that.

[TednDi]

Originally posted by CosmoNut
Or would it be Le Royale Pro?

with a side of shuffle?

[CosmoNut]

I really can't see any Apple computer having the official name of "Mac." The platform itself is the Mac platform, and having a unit with that name would cause all sorts of confusion: "Are you talking about *A* Mac or *THE* Mac?"

I just had a thought: Might we see a special edition 10th Anniversary iMac in 2008? I suppose it depends on if we see a 30th Anniversary Mac this year.

[JeffDM]

Originally posted by addabox
That laundry list of things "Mac Pro" covers is, um, extensive.

Perhaps someone familiar with patent strategies would know if this kind of thing is done just to cover the bases, or possibly to throw off obsessive compulsive Apple watchers by burying some actual planned products in a haystack; or if the patent actually implies that Apple has plans to make every consumer electronic device known to man.

Maybe. I think it could simply mean that they are trying to prevent companies from releasing an electronic product named "Mac Pro".

[melgross]

Originally posted by Danosaur
I wonder if their servers will now be called BigMac Pro.

That IS a good one!

[melgross]

Originally posted by nagromme
They might change the PowerMac name, but they don't have to: it already has "Mac" in it, it has brand recognition, and the "power" (formerly PPC) part can have a generic meaning the way PowerBooks used to (they came before PPC).

This filing tell us nothing about the names of future pro towers.

* If they were going to name them Mac Pro, then they would file for this trademark.

* If they were NOT going to name them Mac Pro, then they would STILL file for this trademark. To prevent other companies from using the name, a method Apple has used many times.

So either way, they'd still trademark it. We can't tell anything from that.

All that can be said here is that Jobs specifically said that Apple was through with anything Power, and that they were going to use the name Mac for all of their computers.

[melgross]

Originally posted by JeffDM
Maybe. I think it could simply mean that they are trying to prevent companies from releasing an electronic product named "Mac Pro".

They might also name other devices with that as PART of the name. Maybe the Mac Pro Mouse The Mac Pro Keyboard, etc.

[zpapasmurf]

Originally posted by TednDi
In time for Mac World Paris Apple should register Le Royale as well!!

Le Royal w/ cheese?

[Gene Clean]

So the saga of lame names continues. Mac Pro... um, o...kaaaaay.

[kim kap sol]

Originally posted by zpapasmurf
Le Royal w/ cheese?

Le Royal w/ Firewire 800

[josa92]

why such a broad range opf devices?
and they named telephones twice.

[nagromme]

Originally posted by melgross
All that can be said here is that Jobs specifically said that Apple was through with anything Power, and that they were going to use the name Mac for all of their computers.

True, but I think it was an off-the-cuff explanation not to be taken too seriously: he also said the "Power" in PowerBook stood for PowerPC, which isn't true. What he said about needing to ADD "Mac" to the name makes more sense to me.

A whole new naming scheme is possible, it wouldn't surprise me at this point, but the trademark doesn't mean much either way.

[ecking]

I knew it! I as soon as I heard MacBook Pro, Mac Pro was the logical next step.
Expect iMacBook instead of ibook. Search the forums you'll all see I called it.

[BRussell]

Originally posted by addabox
That laundry list of things "Mac Pro" covers is, um, extensive.

Perhaps someone familiar with patent strategies would know if this kind of thing is done just to cover the bases, or possibly to throw off obsessive compulsive Apple watchers by burying some actual planned products in a haystack; or if the patent actually implies that Apple has plans to make every consumer electronic device known to man.

Yeah, here's the patent application for Apple's Mobile Me. I mean, what doesn't this thing do?

S/N: 78785959
IC 042. US 100 101. G & S: Computer services; computer data recovery; data analysis being computer services; computer programming; updating of computer software; maintenance of computer software, computer and communications networks, and computer systems; research and development of computer hardware and software; website design, creation, hosting services; customized imprinting and design of messages, correspondence and other written communication which are delivered by electronic transmission; computer on-line services for the search, retrieval, indexing and organization of data on computer and communication networks; providing use of on-line, non-downloadable software; providing use of on-line, non-downloadable software for communications via local or global communications networks, including the Internet, Intranets, Extranets, television, mobile communication, cellular, and satellite networks; analyzing data to detect, eradicate and prevent the occurrence of computer viruses; computer services relating to the protection of computer hardware, computer software, computer networks and computer systems against computer viruses, attacks, or failures; computer services for enhancing the performance, security and functionality of computer and communications networks; computer help-line services; technical support services relating to computers, computer software, telecommunications, and the Internet; consultancy and provision of information and advice relating to the aforesaid; all provided on-line from a computer database or provided from facilities on local or global communications networks, including the Internet, Intranets, Extranets, television, mobile communication, cellular, and satellite networks

S/N: 78785959
IC 041. US 100 101 107. G & S: providing digital music from local or global communications networks, including the internet, intranets, extranets, television, mobile communication, cellular and satellite networks; operating chat rooms; publication of electronic books and journals from local or global communications networks, including the internet, intranets, extranets, television, mobile communication, cellular and satellite networks; providing on-line electronic publications; electronic games services provided from local or global communications networks, including the internet, intranets, extranets, television, mobile communication, cellular and satellite networks; information relating to music entertainment, education, interactive entertainment and education, provided on-line from local or global communications networks, including the internet, intranets, extranets, television, mobile communication, cellular and satellite networks; music library services; organizing and conducting seminars and training courses relating to science, engineering, computer systems and business; education services relating to planning, production and distribution of live or recorded audio, visual or audio visual material; education and entertainment information services; providing online databases and directories in the field of music, concerts, videos, radio television, news, sports, games, cultural events and entertainment; providing online magazines, newsletters and books in the field of music, concerts, videos, radio, television news, sports, games, cultural events, and entertainment; organizing exhibitions for entertainment, educational and cultural purposes, music, concerts, film and motion picture events, audio and video events; publishing of text and graphics from local or global communications networks, including the internet, intranets, extranets, television, mobile communication, cellular and satellite networks;

S/N: 78785943
IC 038. US 100 101 104. G & S: Telecommunication services; electronic transmission and retrieval of data, images, audio, video and documents, including text, cards, letters, messages, mail, animations, and electronic mail, over local or global communications networks, including the internet, intranets, extranets, television, mobile communication, cellular and satellite networks; electronic transmission of computer software over local or global communications networks, including the internet, intranets, extranets, television, mobile communication, cellular, and satellite networks; electronic mail services; facsimile transmission; web site portal services; providing access to databases and local or global communications networks, including the internet, intranets, extranets, television, mobile communication, cellular, and satellite networks; internet service provider services; message transmission services, namely, electronic transmission of messages; telecommunication services for the dissemination of information by mobile telephone, namely the transmission of data to mobile telephones; mobile telephone communication services

S/N: 78785931
IC 009. US 021 023 026 036 038. G & S: Portable digital electronic devices and software related thereto; handheld digital electronic devices and software related thereto; digital audio players, including digital music players, and software related thereto; digital video players and software related thereto; MP3 players and software related thereto; handheld computers, personal digital assistants, pagers, electronic organizers, electronic notepads; telephones, mobile phones, videophones; computer gaming machines; microprocessors, memory boards; monitors, displays, keyboards, cables, modems, printers, disk drives; cameras, digital cameras; prerecorded computer programs for personal information management; database management software; character recognition software; telephony management software; electronic mail and messaging software, paging software; database synchronization software; computer programs for accessing, browsing and searching online databases; computer operating system software; application development tool programs for personal and handheld computers; handheld electronic devices for the wireless receipt and/or transmission of data; handheld electronic devices with video, phone, messaging, photo capturing and audio transmission functionality; software for the redirection of messages, e-mail, and/or other data to one or more handheld electronic devices;

[melgross]

Originally posted by nagromme
True, but I think it was an off-the-cuff explanation not to be taken too seriously: he also said the "Power" in PowerBook stood for PowerPC, which isn't true. What he said about needing to ADD "Mac" to the name makes more sense to me.

A whole new naming scheme is possible, it wouldn't surprise me at this point, but the trademark doesn't mean much either way.

That's always possible, but it sounded as though it was something that he planned to say. If you watched the way he said it, and waved his arm in a dismissive way, it seemed final.

The fact that those of us like you and I have to explain to people that "Power" came before the PPC shows that most people don't know much from that far back. The name has become associated with the chip.

It's too bad, really, it was a good name. It sounded professional.

[SpamSandwich]

The more I think about it, the more I have become convinced that they need to do this rebranding because the product lines are about to branch out into so many new areas, that Apple needs to simplify their identification.

[Nautical]

Pro Mac is the new PowerMac I think. Apple realized that two valuable assets were the iPod and Mac names. And with the iPod they developed the system of having the iPod followed by model name. So we have iPod shuffle, iPod mini, iPod nano, iPod photo, iPod video etc. Likely the same will happen with Macs. MacBook, MacBook Pro, iMac, Mac Pro, MacServe(?) etc.

[Xool]

Originally posted by Nautical
Pro Mac is the new PowerMac I think. Apple realized that two valuable assets were the iPod and Mac names. And with the iPod they developed the system of having the iPod followed by model name. So we have iPod shuffle, iPod mini, iPod nano, iPod photo, iPod video etc. Likely the same will happen with Macs. MacBook, MacBook Pro, iMac, Mac Pro, MacServe(?) etc.

I think MacServe is the logical step.

I'm still torn between MacBook versus iMacBook. I prefer MacBook but Apple may want to capitalize on the iMac and iPod by invoking their names.

[fearless]

Nice of Apple to make use of New Zealand's public offices to secure its worldwide IP.

Odd to choose a country which it deems of too little significance to offer access to an iTunes Store, where we're billed in Australian dollars for .Mac and QuickTime Pro despite having a perfectly good currency of our own... I guess we're good for something.

[ascii]

Originally posted by ecking
I knew it! I as soon as I heard MacBook Pro, Mac Pro was the logical next step.
Expect iMacBook instead of ibook. Search the forums you'll all see I called it.

I don't think there will be an iMacBook. I am betting on the following:

MacBook (replaces iBook)
MacBook Pro (replaces PowerBook)

Mac (replaces iMac)
Mac Pro (replaces Power Mac)

MacServe (replaces Xserve)

I know the iMac G5 was just replaced with iMac Core Duo, but I think it will be replaced again with the Mac, on Apple's 30th anniversary.

[JimDreamworx]

MacServe? How retro...

http://www.mandrake.demon.co.uk/Appl....html#macserve

[CosmoNut]

If Apple keeps its servers, I'm not totally sure they'll change the name. After all, an XServe, while technically running Mac software, isn't really a Mac.

[Henriok]

Originally posted by CosmoNut
If Apple keeps its servers, I'm not totally sure they'll change the name. After all, an XServe, while technically running Mac software, isn't really a Mac.

The definition of a Mac is a machine made by Apple that runs Mac OS, hence even an Xserve is a Mac. There's nothing exciting about it to single it out from the crown like you suggest, who cares it lacks the speaker for the start up chime?

I don't think they will rename the iMac nor the Xserve. They wanted to get rid of the "Power" moniker, and we've seen them introduce the iMac Core Duo, when they just as well could've renamed it to whatever. Just calling it "Mac" is probably too short and is already taken, since that's what we call the lot of them since several years.. even portables. I think it'll be hard for Apple to do the naming consistently if they plan to scrap the "iBook" in favour for a "MacBook". I really would've preferred "Pro Mac" but hey.. I learned to love "iMac" once, so anything is possible.

Perhaps something like this:
MacBook mini, iBook, MacBook, MacBook Pro

Mac mini, iMac, Mac Pro

Xserve mini, Xserve, Xserve Pro

While I'm at it.. I think Apple did right in renaming the PowerBook to something with "Mac" in it. Apple have everything to gain by strengthening the "Mac" trademark. Sadly.. it was the oldest trademark in use, two months older than QuickTime which is the oldest now.

[onlooker]

Originally posted by TednDi
In time for Mac World Paris Apple should register Le Royale as well!!

Originally posted by CosmoNut
Or would it be Le Royale Pro?

You two got it wrong.


A Big Mac is still a Big Mac. Everywhere.

It is the Quarter pounder that is called Le Royal because of the metric system.

[TednDi]

You are right!

But then it wouldn't have been avery good pulp fiction reference either!

Perhaps they could cool the Le Big Mac with special sauce!!



++++++++
[VINCENT]
I know, baby, you'd dig it the most.. But you know what the funniest thing about Europe is?

[JULES]
What?

[VINCENT]
It's the little differences. A lotta the same shit we got here,
they got there, but there they're a little different.

[JULES]
Example ?

[VNCENT]
Alright, when you .... into a movie theatre in Amsterdam, you can buy beer.
And I don't mean in a paper cup either. They give you a glass of beer
And in Paris, you can buy beer at MacDonald's.
And you know what they call a Quarter Pounder with Cheese in Paris?

[JULES]
They don't call it a Quarter Pounder with Cheese?

[VINCENT]
No, they got the metric system there, they wouldn't know what the fuck a Quarter Pounder is.

[JULES]
What'd they call it?

[VINCENT]
They call it Royale with Cheese.

[JULES]
Royale with Cheese. What'd they call a Big Mac?

[VINCENT]
Big Mac's a Big Mac, but they call it Le Big Mac.

[JULES]
Le big Mac ! Ahhaha, what do they call a Whopper?

[VINCENT]
I dunno, I didn't go into a Burger King.
But you know what they put on french fries in Holland instead of ketchup?

[JULES]
What?

[VINCENT]
Mayonnaise.

[JULES]
Goddamn!

[VINCENT]
I seen 'em do it man, they fuckin' drown 'em in it.

[JULES]
Uuccch!

[Xool]

Haven't seen Pulp Fiction in ages.

[onlooker]

I watch it every time it's on cable. You can't go wrong (movie wise) with Pulp Fiction. It has a little of everything.

[adville]

Couple of things, from a legal perspective.

1. "Earlier this month, AppleInsider was first to reveal..." Hardly. Apple has been doing this for years. I recall seeing a story about some new Apple brand in roughly 2002, and looking it up and seeing that Apple had claimed priority from an application originally filed in Singapore. I can't remember what brand it was, though.

2. Why Apple would do this: The Paris Convention, an intellectual property treaty, provides that an owner can file in one country, and then can file in additional countries up to six months later and claim "convention priority" based on the original application. In the modern world, one could never orchestrate an absolutely simultaneous filing in multiple countries (and it would be an enormously inefficient use of resources to do so). The theory is that if a company files on Jan 15 in country A, and launches their product March 1, some bozo in another country shouldn't be able to hold the product name ransom by filing in another country the next week. The treaty means that the company has until June 15 to file in other countries, and if it does, it would be treated as if it had been filed on Jan 15, so they would trump an application filed in March. This is particularly important because in most civil law countries (generally, anywhere not formerly owned by the British) rights go to the first to file, not the first to use a mark. But yes, the system does allow one to do it in reverse, and file in a secondary market, then claim priority in a primary market. And who knows where else they were doing it. If it were me, I would deliberately pick a country whose trademark office doesn't have a free, web-searchable database of applications (which is, to me, the only reason New Zealand is a surprising choice).

3. How to recognize such applications once you see them in the USPTO database. On the information screen for a mark, there is an entry for "Original Filing Basis." If the number there is 1A or 1B, the application was filed originally in the U.S. (Those mean the application was filed based on the applicant's use of the term in commerce, or bona fide intent to use the mark in commerce, respectively.) If it says 44, or a number in the 60s, it means the application was based on an earlier foreign application. (The number refers to the section of the Trademark Act that allows for a particular type of application.)

4. Trademarks are not Patents. People here are reading a lot into the description of goods or services. It's not at all like a patent, where the patent claims must describe with specificity what the invention does. The trademark description of goods or services merely identifies the goods to which the mark will be applied, or the services that will be promoted using the mark. Think of BONJOUR, or FIREWIRE, or AIRPORT. Marks like those could appear on an enormous variety of goods, from base stations, to music software, to cameras, to hard drives, to laptops, desktops, printers, to a wifi cell phone, to instant messaging software, to the package of international power plugs you can buy for your AP Express. It's really hard to tell what the core uses of a mark like MOBILE ME are.

[zac4mac]

Adville - WOW! what a post.

Understandable legalese - I thought that was an oxymoron.

Z

[Catman4d2]

Pro Mac Sounds better than Mac Pro thats what they should call it.
Using/saying Mac Pro is like putting the cart before the horse

or the shaw before the rick...

[sunilraman]

Originally posted by ascii
I don't think there will be an iMacBook. I am betting on the following:

MacBook (replaces iBook)
MacBook Pro (replaces PowerBook)

Mac (replaces iMac)
Mac Pro (replaces Power Mac)

MacServe (replaces Xserve)

I know the iMac G5 was just replaced with iMac Core Duo, but I think it will be replaced again with the Mac, on Apple's 30th anniversary.

my call is MacBook replaces iBook, Macbook Pro, XServe (remains), iMac (remains), Mac Pro replaces PowerMac, Mac mini (remains)

sorry, MacServe sounds really bad.
what about XMac?

[NordicMan]

Originally posted by addabox

Perhaps someone familiar with patent strategies would know if this kind of thing is done just to cover the bases, or possibly to throw off obsessive compulsive Apple watchers by burying some actual planned products in a haystack

Kindred sentiments.

[NordicMan]

Originally posted by melgross
That's always possible, but it sounded as though it was something that he planned to say. If you watched the way he said it, and waved his arm in a dismissive way, it seemed final.

The fact that those of us like you and I have to explain to people that "Power" came before the PPC shows that most people don't know much from that far back. The name has become associated with the chip.

It's too bad, really, it was a good name. It sounded professional.

It is a good name. It was a good name.

[sunilraman]

also PowerPC when it first came out was about RISC, this set it apart from the x86 (hows that for a crap chip name)