In a surprising announcement last June, Apple introduced "APPLE INTELLIGENCE," an AI tool that promises to revolutionize user experience. However, the real story lies not in the tool but in Apple's strategic trademark filing.

Unbeknownst to many, Apple has been quietly safeguarding the "APPLE INTELLIGENCE" trademark since March 29th. They filed this trademark in Liechtenstein, a European country with a less searchable trademark database. This clever move allowed Apple to protect the name from public scrutiny and prevent leaks, which would have been impossible if the application had been filed in the United States.

Why Liechtenstein? If Apple had filed in the U.S., trademark watchers would have quickly spotted the application, spoiling the surprise. Instead, by choosing Liechtenstein, Apple ensured the trademark remained hidden until they were ready to unveil it.

Thanks to the Paris Convention, Apple’s U.S. application, filed on June 10th, carries the same priority date as the Liechtenstein filing. This means Apple's trademark rights in the U.S. effectively date back to March 29th, leapfrogging any similar trademarks filed in the interim.

The trademark application, 98594016, covers a wide range of products under International Class 009, including computers, smartphones, and software. This broad scope suggests that "APPLE INTELLIGENCE" could be integrated across various Apple devices.

Interestingly, Apple is not new to such strategic filings. Earlier this year, on February 21st, Apple launched the "Apple Sports" app, a free iPhone service providing real-time sports scores and stats. The company has since filed for trademarks under numbers 98580217 and 98580223, ensuring they legally own this name.

Apple's latest moves give us a sneak peek at how big companies do everything they can to protect their brands. But this is also a reminder to all business owners: a solid trademark strategy and the element of surprise is an effective way to ensure you legally own your brand—before anyone else does.

So, if you’re looking for an effective (and strategic) trademark strategy, book your free call with us today!