For Apple, controlling hardware leaks (physical products) is extremely difficult as they go through an extensive production line; that is, many people get in touch with them before the bad guy is revealed to the world.
Already in software, although quite difficult, leaks often happen due to Apple's own carelessness, as we saw yesterday with the leaking information about the "iPhone 8".
If even the "leakage" seminar has leaked, Apple seems to be unable to keep any information until the official announcement of its products. Still, she's trying to figure out how to keep product names to herself, so that we don't see what we saw last year, when we know through a registration document the names of AirPods and iPhones (among other things). that were about to be announced.
An example of what Ma was successful at this year was that she managed to keep the name “HomePod” away from the curious. And how did she do it? According to the Bloomberg, Apple has started the trademark registration process in a small country between Austria and Switzerland called Liechtenstein.
The likely reason behind this choice is that the country's online trademark database does not show product names until the order is approved. Therefore, the pending period was sufficient for the name to remain a mystery until it was unveiled at the Worldwide Developers Conference (WWDC) 2017 in June this year.
The same seems to be happening with the iPhones that will be unveiled this year. Although we already know basically everything about the gadgets, the names remain a mystery; Even though they are really “iPhone 7s / 7s Plus / 8”, we have not seen (so far) no confirmation (as it was last year).
Contributing to this, the Jamaica, where Apple had previously registered products, also reshaped the way it accessed trademark registrations.
In Jamaica's Intellectual Property Office, () is the only way to conduct research in person, which means detectives need to go to Jamaica or hire a local lawyer to do research in the office system, as well as an old library. Surveys are free, but it costs $ 150 ($ 1.17) to print each page.
Searches for owners or dates will no longer be available using public computers. Searches by owners will be performed by the office, upon request and payment of the necessary fees, with only information already published.
It seems like a pretty big effort just to keep the names of the products out of the public eye, but if at least Apple is managing to do this, let it continue! On the other hand, since the subject has done a good job of explaining in detail how this kind of information is obtained, there is no doubt that people are already thinking of ways of doing so as described above in order to get the names. 😛