If you are a company that makes apps, you should trademark those apps under your company's name. That's the most obvious and elegant way to do things. If you'r

If you are a company that makes apps, you should trademark those apps under your company's name. That's the most obvious and elegant way to do things. If you're looking to separate a specific app from your company, whether to branch it out as a second company, to separate assets or to sell it off entirely, I would incorporate the app and trademark under that entity. The advantage of the first is its simplicity. A disadvantage would be, like chc said, if you're sued, all of your eggs are in one basket of liability. The advantage of the second would be legally separated liability. The disadvantage is paperwork and fees.