Vingle: Powerful revelations are found in Apple’s new trademark
Posted by Dennis Sellers 
Oct 17, 2005 at 12:49pm
About the trademark applications
Within Apple’s third Trademark/Service Mark application numbered US serial number 78728980 for VINGLE, filed on Oct. 7, 2005, Apple specifically filed it with the inclusion of three distinct International Classes. Only class 038 was reported on last week which pertained to “Telecommunication services, for the transmission of messages among computer users.” The other two International Classes within that same filing went unreported. They were classes 041 and 042, which include the following:
International Class 041: pertains to “Education via a global computer network, to enable users to program content. Education is specifically defined as, “providing of training and on-line facilities.”
International Class 042: pertains primarily to “Search Engines, Internet Services and Browsing, and is presented as follows:
Providing search engines for obtaining data via communications and computer networks; providing temporary use of on-line non-downloadable software to enable users to program audio, video, text and other multimedia content, including music, concerts, videos, radio, television, news, sports, games, cultural events, and entertainment-related programs; Internet services, namely, creating indexes of information, sites and other resources available on communications and computer networks for others; searching, browsing and retrieving information, sites, and other resources available on communications and computer networks for others.
About potential markets
Being that education is one of Apple’s largest markets, reporting the fact that Apple has registered International Class 041 in respect to one application for VINGLE is in my view essential to bring to light. Apple must have a specific initiative in the pipeline that would require its implementation. Education via a global computer network in context with training and on-line facilities as noted above is both revealing and promising.
Apple’s registering InternationalClass 042 in respect to another application for VINGLE is perhaps the most mysterious and intriguing of any. Yet in context with the very limitations contained within this international class itself and Apple’s release of Front Row less than a week after the VINGLE trademark was made public, we could now see the connection.
The fact that the context is restricted to only providing temporary use of on-line non-downloadable software to enable users to program all manner of entertainment including radio implies that this will be used as an online entertainment guide or an extended version of Front Row at a later day in time. The second half of international class 042 relates to the fact that this entertainment guide or Front Row as related to VINGLE could be made available to other devices like a cell phone or wireless iPod in the not too distant future.
Lastly and perhaps interrelated is the fact that Apple recently announced TV programming could be pointing to international class 042 in respect to temporary use of non-downloadable software simply translating to future TV program rentals. Today, Apple’s emphasis is of course on purchasing programming due to the fact that it takes 10-20 minutes per TV program download. Broadband limitations today dictate that rentals wouldn’t be feasible. But as next generation broadband networks come to market offering blistering speeds, TV rental programming based on a limited use within 24 hours, will likely be a future web service option from Apple.
Think Vingle Bar
Now this is where the fun part of the trademark VINGLE really begins. Apple’s second Trademark/Service Mark application filed under US Serial number 78728964 pertains to retail store services. More specifically, it includes the context of “information, advisory and consultancy services.” Currently, for matters relating to all things Mac, Apple ingeniously created the information, advisory and consultancy service within Apple Stores known as the Genius Bar.
In extending that same logic that’s presented within international class 035 of this new trademark, we could certainly deduct that Apple could be considering the launch of the Vingle Bar – for the purposes of providing information, advisory and consultancy services about a mysterious new line of hardware and web services. In context with all related aspects of all three separate Trademark applications, this could be the stunner!
In fact, Apple’s recent admission that 2006 would usher in up to 30 new retail stores could, and I stress could, be in context with yet another kind of Apple retail store dedicated to the Digital Hub or simply a new kind of mega store combination. Hmm, selling full home theater systems would certainly require a new home to properly display them in, wouldn’t they? Yes of course. And providing information, advisory and consultancy services to assist consumers in their purchases of systems like next generation in-home theater systems would certainly require a new kind of Apple Genius, under the scope of the Vingle Bar.
The Apple/Disney alliance’s successful launch of TV programming last week has sent shockwaves throughout the entire entertainment ecosystem, from network affiliates to Hollywood’s unions. The writing is on the wall folks. Everything is about to change in entertainment, and especially all things relating to television. It may take a little more time to get there, but we’ve all just witnessed the next phase of Apple’s next wave internet strategy pertaining to the digital hub. And if you don’t get that yet, then the entertainment industry certainly did!
So the painfully obvious question becomes this: if Apple is leading the digital revolution in entertainment with their iTunes Music Store, a complete line of iPod hardware and now TV programs for purchase, will Apple not take the lead in reinventing the hardware that will drive this revolution deeper into the home with next generation in-home theaters and stereos? You be the judge. But something tells me that when Steve Jobs stated that “Toto, we’re not in Kansas anymore” (event at 1:1:55), there was a lot more behind that statement that meets the eye. Hmm, come to think of it, that line taken from the movie the Wizard of Oz was stated as Dorothy’s world transitioned from black and white into full color: A leap frog indeed, for its time. My-oh-my, what can Apple be thinking of next!
Macsimum Notes
In summary, Apple filed for three separate VINGLE Trademark/Service Mark applications on October 7, 2005 that hold tremendous potential as a major future Apple brand. The scope of chosen international classes for this brand listed within the applications themselves, spells out the fact that Apple has big plans for this brand, which will be far reaching in nature. A brand that will include a provision for online education programs, to being an online entertainment program guide and most interestingly perhaps, is how it will apply to retail store services in context with providing “information, advisory and consultancy services.” An angle that would strongly suggest that at the very least, Apple could introduce an all new kind of genius bar relating to all things entertaining and educational known as the Vingle Bar. Yet In the bigger scheme of things, it could very well lead further into actually extending itself to being a new chain of Apple Stores, or at the very least, a huge area within new Apple mega stores dedicated to in-home system like home-theaters. All of which are covered under the international classes of Apple’s choosing.
One more thing
In classic Steve Jobs fashion, one more thing certainly applies to Vingle.
I’ll leave you with one last observation to consider. Part of this new brand does in fact include VIN—which just happens to be the abbreviation for Vehicle Identification Number. Although that may sound esoteric, it could very well be pointing to an all new Telematics based brand of Web services from Apple. That’s completely in tune (pun intended) with another recent Apple announcement: “iPod Integration Now Available from 15 Car Companies Around the World.”
With car companies now beginning to roll out new Telematics options for consumers, like in- vehicle video services and so forth, how can we not think of Apple’s venture into Television programming a la carte announced last week? The very week that Apple’s Trademark/Service Mark came to light. Remember that “Moto” as part of the Motorola brand was to signify their in-car radio product line. So VIN may in fact include a vital clue pertaining to this new brand name in respect to telematics.
At the end of the day, I view VINGLE as holding incredible potential as an all new Apple brand. Now, what are your thoughts on the subject?
Cheers!
neo@macsimumnews.com
Mgi Says:
I think they will enter the profitable jingle cell phone market, but with a video jingle or vingle.
my 2 cents
Posted on October 17, 2005
Li'l ol' me Says:
OMG, you’ve got to be kidding. The last time I read a story by “Neo”, s/he was saying that the PowerPC chip was going to power all sorts of new toys by Apple.
Within days, Apple dropped the PPC architecture completely and went to Intel.
Sorry, “Neo”, but you have zero credibility in my book.
Posted on October 17, 2005
Neo Says:
This is a new filing with very specific international classes referenced. Sorry if you can’t see that.
Li’l ol me, oh how I weep about your opinion, Boo Hoo. No one saw the switch to Intel in the press except in hindsight. The chip inside as Steve Jobs himself said is not what makes it a Mac or Apple product. Nice to know that you still clicked on this report, which tells me that Li’l ol U is likely a competitor.
Posted on October 17, 2005
ken2 Says:
Apple is playing with a lot of potential products, any of which could be called Vingle. I happen to believe that they are going to try to establish themselves as a standard for one (or a few) developing areas of the internet - just as they did with the iPod.
Of course, it might just be something to get the competition to pull their best software and hardware engineers off of profitable projects and get them working on an unknown vapor program.
Now let’s see how long it takes for MS to apply for a trademark on Vangle.
Posted on October 17, 2005
Cats Says:
I like two parts of your logic here neo. Linking that fact that Openhiemer did announce an extrordinary amount of new retail stores for 2006, with the idea that Vingle could be for new digital hub devices like an in-home theater. So I disagree with the first commentor that it has anything to do with a virtual store or iTunes which of course had its own application filling. And what does iTunes have anything to do with education. So it just sounds like hot air from mr. cupertino.
Your second point that I like is actually the one pertaining to telematics. Many marketing brands play on roots of words or terms to capture their intended audience, and Apple’s push into a ton of car companies would suggest that Apple could be preparing for an even bigger push into telematic based products beyond the iPod.
Posted on October 17, 2005
dude Says:
Neo, I used to really dig your writing. Now I think you’re kind of a doofus. This article is such typical Apple Fanboy Pablum, with the unfortunate exception that it’s amped up by your superior intellect and writing chops.
Stop drinking the Kool Aid, Neo, and get off the Fanboy Express. Get your critical eye back and reread this column of yours, for God’s sake. It’s a joke that not even the old you would believe.
Vingle = Vehicle Identification Number? Jesus ... Come on, already.
Posted on October 17, 2005
Dan Says:
Hey Neo, anytime that MacSurfer makes your story number one because of real reporting and a little fun that you throw in, you always get competitors throwing mud. They’re the joke. The facts of the application weren’t reported elsewhere and you do a fine job. You present where it could be applied according to the filing. That’s good. And the fact you have a bloody personality, you play the mystery card for telematics. Personally, I’ve worked on a few projects in my lifetime and believe me when it comes to trademarks, your point doesn’t go off track at all. Who would have thought iPod would be what it was and so well recieved.
In fact I’m surprised that you didn’t make the comparison of Vingle to Google being that a search engine is involved. That’s the first thing I thought of. That would have really driven the likes of dude up the wall. good report neo.
Posted on October 17, 2005
Al Says:
Vingle - You’re single and you still haven’t lost your cherry.
Somewhere Steve and the boys are ROFLTFAO and saying let’s register Bingle next, no Zingle! no Wingle!
Posted on October 17, 2005
Stan Says:
I like your quote “ And if you don’t get that yet, then the entertainment industry certainly did!” Exactly. Remember that Apple like to make the whole widget as Steve has said over and over again like a broken record. So what is an in home theater anyways? A huge screen with speakers. I don’t see why Apple couldn’t enter that market at all. There system woud be so cooool that it would blow anything on the market from Asian TV makers. Just get good ol Ives a goin’ and he’ll likely blow our minds with what Apple could do here. Same goes for stereos really. So I think the retail stores for a new round of hardware in 2006 is not only logical, but what should happen. They can’t rely on the iPod forever guys!
Maybe xmas 2006 we’ll hear, vingle bells, vingle bells, vingle all the way!
Posted on October 17, 2005
Dennis Says:
Just read: http://www.macnewsworld.com/rsstory/46743.html
“In general, however, the content on the MSN service is “not as compelling” for the typical consumer as the shows in Apple’s deal with Disney, said Michael Gartenberg, a Jupiter Research analyst. “Lost” and “Desperate Housewives” are the top-rated shows on television.”
Front Row has to go beyond just the mac and the idea of a home theater from Apple is going to be a natural. The entertainment industry is still buzzing over Apple/Disney this morning and it’s only the beginning! So a retail store that is supported by Apple’s vingle applications was a good catch to bring to the fore and cheer on.
An all new line of products and services from Apple would require new branding.
Posted on October 17, 2005
Craig Says:
You’re funny stan with vingle bell.
There’s several good points made. I too listened in on the 4th Qtr conference call and thought that was a lot of stores being projected, especially because they’re limited to the US. I’ve never been to an Apple store but don’t think many could take on a whole new line of hardware especially big screen theaters. And knowing how fussy Steve is with environment, I could easily envision a store dedicated to a new Apple line of products to support their music dominance with high end stereos and televisions with Apple’s software as you point out.
I like most of what you said, but don’t think that this brand is supporting car stuff. Then again, in-car stereos are a hot seller and wouldn’t be that expensive to make and still fall into entertainment as apple’s application covers. Wasn’t there a rumor last year that apple was going to introduce a car stereo?
Posted on October 17, 2005
Jim Says:
Why did you take a shot at AppleInsider?
Posted on October 17, 2005
Neo Says:
Jim, I didn’t. In fact that’s why I put a link to their site as a way to say they broke the news before me. It was right to point out that two application international classes that were missing, because that’s reporting. Secondly, they happened to be very interesting classes in my view that held a lot of promise. Instead of dry news, I made it full report as I saw it.
For the record, I’m also a reader and therefore enjoy a few Mac sites for which AppleInsider is one to a degree. I think they do a great job for the community - and there was no shot taken, period. Having more than one site cover the same story is common and we rarely cross paths. I cover patents regularly, and trademarks fall into that field. So it’s bound to happen from time to time. No big deal.
Cheers
Neo
Posted on October 17, 2005
Randy Says:
I think that Front Row is the beginning of something huge. So I view Vingle as an umbrella brand for which Front Row, home theaters and anything along that line will fall under. The brands diversity applied for is a little hard to imagine what education has to do with entertainment, though it could fall into the home angle I suppose.
Posted on October 17, 2005
Lou Says:
I looked up Apple’s trademark record with multiple entries just to see how well muliti entries did in ever coming to pass. Over the last 7 or so years, the batting average is quite high with brands like XSAN, iLife, iPod, iTunes, iTunes Music Store, emac. So the averages say that this is for real. But Apple’s going to have something stunning visually for us to swallow Vingle as it’s too easy to mock. Stan already presented one about vingle bell and someone else on another story on macsimum used the line of vingle vingle little star, how I wonder what you are. A kids line. On the other hand I wouldn’t have put money on something as off the wall as Google ever meaning anything worth spit.
Posted on October 17, 2005
Eduardo Dias Says:
Is there any connection with Intel’s Viiv technology, that’s supposed to be launched in early 2006?
Posted on October 17, 2005
Neo Says:
Good question Eduardo. There very well could be. I covered viiv in this next wave report:
Cheers
Neo
Posted on October 17, 2005
Cats Says:
neo, read this on ars technica, published at 11 AM or 2 hours after your report. rip off.
http://arstechnica.com/news.ars/post/20051017-5441.html
They quote the same source of unions and affiliates and even use some of your exact wording with “The writing, however, is on the wall: the networks and their affiliates are in for a bit of forced evolution.” You said “The writing is on the wall folks. Everything is about to change in entertainment, and especially all things relating to television. Ars technica puts that in the heading, “The coming paradigm shift in TV broadcasting,” which is the same thing.
So neo, your reports have an impact even on other site’s writers. I like that site and macsimum, but this was too funny not to pass along.
Posted on October 17, 2005
sorry i wasted my time.... Says:
neo—what planet are you from???? the biggest load of mindless crap i’ve read in a long time! i’ve never read anything by you before, and now that i have, i never will again. even a dumb dog doesn’t lick a hot stove twice!
Posted on October 17, 2005
Sebhelyesfarku Says:
Much ado about nothing. neo you douchebag, don’t waste your time to pollute the net with these lunatic ramblings
Posted on October 18, 2005
Cats Says:
Like I said yesterday neo, other sites copy your ideas. You also present facts that others are too lazy to and you have a personality to try and make a report fun to read.
And then you have creeps, competitors and mindless ranters like the two above, that truely a waste of everyones time, especiallly farku from hungry.
What are these nuts saying, that Apple can’t enter the entertainment hardware arena? That makes them stupid.
Are they saying that they don’t want to know the facts about what international classes that Apple filed the application for? That makes them stupid.
Are they saying that Apple won’t offer TV programs for rental in the future? That makes them stupid.
And being that the trademark application covers retail stores in a specific manner, neo discusses those options. But the ranters can’t think, so they rant. Simple ideas scare ranters. That makes them stupid.
And discussing the root of moto in context to how brands are sometimes formed is legitimate to bring forth in context with the topic of brand names. They don’t like reasoning because the mindless ranters.
Constructive criticism is healthy, and everyone is subject to that as you can’t please everyone. But those who truely waste our time are those who mindlessly rant and make personal attacks like the last two entries, just to be heard. Pathetic really.
Posted on October 18, 2005
Cats Says:
As I was saying about sites that cover your work or ideas:
http://www.tuaw.com/2005/10/18/more-vingle-information-surfaces/
Obviously MacSurfer chose to acknowledge the report yesterday as number one under OS X and the echo of that report is number 2 today. So much for the brainless twits that yap like dogs!
Posted on October 18, 2005
Marcel Says:
Neo,
The ‘education class’ does not point to something much bigger. It’s already part of .Mac. .Mac include instructional and how-to videos. There is nothing more to read in that. Vingle will probably just be a .Mac on steroids, also available via wireless networks and with open and closed content (including iTMS), so that your portable device (iPod and/or laptop) can access content everywhere.
Posted on October 22, 2005
Don Says:
Sorry Marcel, but the application covers much more than “instructional and how-to videos.” This is definitely more related to “real education” services and/or classes as it relates to on-line facilities. It’s your opinion, but that’s all. Your insistance on “there is nothing more to read in that,” is arrogantly hilarious.
Posted on October 22, 2005
Marcel Says:
Your insistance on “there is nothing more to read in that,” is arrogantly hilarious.
Does that mean that your reading of the trademark filing is the only corrfect one? Besides, ever filed a trademark? I have, several software based ones. And based on the experienc, you always make the filing as universal as possible. And classifications are the methods for this. That doesn’t mean you will exercise it within that class.
Posted on October 22, 2005
Marcel Says:
Your insistance on “there is nothing more to read in that,” is arrogantly hilarious.
Does that mean that your reading of the trademark filing is the only correct one? Besides, ever filed a trademark? I have, several software based ones. And based on the experienc, you always make the filing as universal as possible. And classifications are the methods for this. That doesn’t mean you will exercise it within that class.
Posted on October 22, 2005
Don Says:
Marcel, you said: Does that mean that your reading of the trademark filing is the only corrfect one? I hope you didn’t file your patent with “corrfect” or “experienc” because you’d be in trouble. However, I realize in your rush and excitement of someone dare challenging your point of view, short circuited your brain. :-)
You wouldn’t be this arrogant if you filed an actual patent my dear friend. Oh, and filing a patent on arrogance, won’t get accepted Marcel. But don’t get discouraged.
You don’t have the slightest idea why Apple filed this and pretending to know it is hilarious. Just laugh Marcel, because your hilarious....hilarious...did I say halarious? Just in case you missed it: HILARIOUS.
Posted on October 22, 2005
Dave Says:
Funny Don, especially because the one class that Marcel is trying to discredit just happens to be the class that went unreported on the other site (AppleInsider I think). HaHaHa. Just coincidence right? Nice try Marcel.
Posted on October 22, 2005
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Dennis Sellers
Dennis has been a newspaper editor/reporter (seven years) and teacher (seven years). He has over 4,000 magazine, newspaper and online articles to his credit. He has also covered the Mac and tech industries for over a decade for such online publications as MacCentral, MacMinute and now MacsimumNews.
Some Guy in the Cupertino Area Says:
Guys,
There’s no big revelation here. The internal name for the iTunes store development project was “jingle”. When they did the video project they called it “vingle”. This is just a routine filing, in case they ever decide to use the name externally.
Posted on October 17, 2005