Anatomy of the Apple Watch trademark portfolio

Apple recently unveiled the Apple Watch. How did they cover trademark protection for the new product?

Apple recently filed applications for the name, logo, icons (which are round in shape and thus different from iPhone/iPad icons), and more. Apple also filed for the names that it coined for  several of the features of the watches.

Note that the description of goods from Apple for many of these filings avoids using the word “watch” and uses the following:”Horological and chronometric instruments and cases therefor; Horological and chronometric instruments and parts thereof; timepieces.”

Apple of course has a large portfolio of trademark registrations for names, logos and nontraditional items like its store design, iPhone packaging, charger shape configurations, and more.  Perhaps we will see an application for the shape of the Apple Watch soon?

See filings from the Apple Watch trademark portfolio below, and click marks for USPTO records:

• 
• APPLE WATCH
• TAPTIC ENGINE – Horological and chronometric instruments; watches; timepieces; chronographs for use as timepieces; chronometers; watchstraps; watch bands; cases for watches, and horological and chronometric instruments; parts for watches and horological and chronometric instruments
•  – Horological and chronometric instruments; watches; timepieces; chronographs for use as timepieces; chronometers; watchstraps; watch bands; cases for watches, and horological and chronometric instruments; parts for watches, and horological and chronometric instruments
• 
• 
• WATCH OS
• DIGITAL CROWN – Control and input devices for horological and chronometric instruments
• QUICKBOARD – wearable mobile digital electronic devices and computer software for use with such devices
•  – computer software; computer software for wireless communication devices, wearable wireless communication devices, and mobile digital electronic devices
•  – computer software for searching, transmitting, storing, accessing, finding, organizing and viewing geographic locations, and for providing traffic information, travel route planning, driving and walking directions, customized mapping of locations, electronic map display, and destination information
•  – computer software for managing user system settings and preferences; data synchronization software
•  – computer software for taking, recording, editing, manipulating, sharing, and viewing photos, images and video on wireless communication devices, wearable wireless communication devices, and mobile digital electronic devices
•  – computer software for organizing, storing, providing access to, redeeming, scanning, sharing, and providing information about goods, services, discounts, tickets, boarding passes, coupons, consumer loyalty programs, and gift cards concerning a wide range of consumer products, services, and cultural, sporting and entertainment events; computer software for promoting the goods, services and providing information of others over a global communications network on wireless communication devices, wearable wireless communication devices, and mobile digital electronic devices; computer software for downloading and storing vouchers and tickets for admission to sporting, cultural and entertainment events; computer software for capturing, managing, and storing credit card and debit card information; computer software for processing, facilitating, verifying, and authenticating mobile payments and contactless transactions with retailers, merchants, and vendors via wearable and mobile devices