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
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Contributor
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.
