I think it's important to stress that trademarks are not copyrights or patents: assuming Apple's trademark application goes through, the protection on the mark

I think it's important to stress that trademarks are not copyrights or patents: assuming Apple's trademark application goes through, the protection on the mark is good only for the goods and services they specified in the application (edit: with a caveat mentioned by grabeh elsewhere[1]): > Retail store services featuring computers, computer software, computer peripherals, mobile phones, and consumer electronic devices, and demonstration of products relating thereto Based on that, this looks to be a new retail service they plan on offering called "Startup". Edit: Also note that in 2011, Apple already applied for the Startup trademark in the US and China with the same international registration number: http://www.patentlyapple.com/patently-apple/2011/04/apple-files-for-mission-control-and-all-new-startup-trademarks.html http://www.patentlyapple.com/patently-apple/2011/04/apple-fi... As far as I can tell from the action on the trademark application[2], it was granted a preliminary trademark (which is standard practice) and was opened up to objections: at least one was raised, and the USPTO has now passed it to Apple to respond. It looks like they have until September 20th to do so[3]. [1]: https://news.ycombinator.com/item?id=6288395 https://news.ycombinator.com/item?id=6288395 [2]: http://www.trademarkia.com/startup-85296886.html http://www.trademarkia.com/startup-85296886.html [3]: http://trademarks.justia.com/852/96/startup-85296886.html http://trademarks.justia.com/852/96/startup-85296886.html