Apple has filed trademarks in the United States and Australia for the term “startup” which likely describes an upcoming addition to its Apple stores.

apple store Apple trademarking the term startup

Apple is in the process of patenting the word “startup” in the United States and Australia, presumably for an upcoming add on to the genius bars of its stores.

Trademark Watch spotted the filing first:

Class 35: Retail store services, including retail store services featuring computers, computer software, computer peripherals, mobile phones, and consumer electronic devices, and demonstration of products relating thereto

Class 37: Maintenance, installation and repair of computer hardware, computer peripherals and consumer electronic devices; consulting services in the field of maintenance of computer hardware, computer peripherals, and consumer electronic devices

Class 41: Educational services, including conducting classes, workshops, conferences and seminars in the field of computers, computer software, computer peripherals, mobile phones, and consumer electronic devices and computer-related services; providing information in the field of education

Class 42: Design and development of computer hardware and software; technical support services, namely, troubleshooting of computer hardware and software problems; installation, maintenance and updating of computer software; technological consultancy services in the field of computers, computer software and consumer electronics; computer diagnostic services; computer data recovery

Connecting the dots, it’s pretty clear that the Genius Bar is getting a revamp and/or expansion in the United States and Australia. Considering the inclusion of language specifying “workshops, conferences and seminars” perhaps this will be targeted towards novice users.

If Apple is serious about revamping the Genius Bar, it will likely add schematics to its trademark file so more clues as to what “startup” is should be coming soon.

Source: Trademark Watch