News today that Apple is about to obtain a US trademark registration for “THERE’S AN APP FOR THAT”.
Filed in 2009, Apple’s initial application covered both wares and services. However, following a recent division and filing of evidence of use, the USPTO approved the registration of the mark for use in association with retail store services and various online services, including app recommendations. Additional claims pertaining to various wares and to telecommunication services remain in the divided parent application, and Apple has obtained an extension of time to file use information on those points. (In Canada, Apple filed an application for “THERE’S AN APP FOR THAT” this past May; it remains pending with CIPO.)
With a registration nearly in hand, it is unclear is whether Apple plans a campaign to aggressively enforce its mark. In addition to Apple’s use, the mark and its derivatives have been widely referenced in the US – most notably by Verizon in its “There’s A Map For That” advertising campaign (intended to mock the limited coverage of Apple’s exclusive US carrier, AT&T). An “app for that” catch-phrase generator, “App For That“, was also developed. And writers seem to love using the phrase in their article and blog headlines.
In this light, one wonders if such uses of the mark and its derivatives reinforce or dilute the mark’s association with Apple. If the latter, Apple will have to go on the offensive to protect its rights, lest it lose them.
We’ll keep you “app”-rised of new developments.