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Apple Really Wants to Trademark the Word ‘Startup’

You read that right: Apple wants full ownership of the word “startup”. In Australia. For some reason.

This isn’t the first time, either: the world’s leading fruit-themed brand tried to secure exclusive rights to the word in both Auckland and the great 50 as far back as 2011, when Apple lawyers claimed it was all about securing the rights to a new name for a not-so-secret retail initiative focused on providing tech setup services for new products. (Like a Genius Bar for people who don’t know how to turn their own devices on.)

Oh, now we get it—and it’s further evidence of Apple’s brand identity slipping away. They are no longer the little company favored by tech nerds everywhere; they are now every bit as ubiquitous and annoying as the brands they vanquished.

Yes, this is more a legal issue than a PR issue, but in our eyes it’s just the latest sign that Apple’s perch atop the tech field is no longer as secure as it was back in those halcyon days of 1998. It’s also a really stupid idea, so we’ll choose to blame Ashton Kutcher until we know better.

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