Apple Magic Toolbar

So, about that “Apple Magic Toolbar eh?” First things first, yes the rumour that there would be some sort of bar to replace the function keys has been around a long time, and there’s some great mock-ups of what it might look like. I know that.

That being said, whether it was 100% going to be a feature, and what it would be called, well that’s more uncertain.

Now, of all my predictions (see more on the right hand toolbar) this is the biggest gamble so far.

This trademark is NOT in the applied for or registered in the name of Apple, so deciding that it IS Apple, takes a bit of investigation, some logical legal assumptions, and some leaps of faith!

That’s the ‘legal disclaimer’ here’s the facts, you make your own mind up.

On 22 January 2016, a Delaware Company called ‘Presto Apps America LLC’ was incorporated

On 5 February 2016, that company applied for a trademark in the Benelux countries for ‘Magic Toolbar’

It was applied for in Class 9 for:

Class numbers and list of goods and services Cl 9 Computers; computer hardware; wearable computer hardware; handheld computers; tablet computers; telecommunications apparatus and instruments; telephones; mobile telephones; smart watches; wireless communication devices for the transmission of voice, data, images, audio, video, and multimedia content; network communication apparatus; handheld digital electronic devices capable of providing access to the internet and for the sending, receiving, and storing telephone calls, electronic mail, and other digital data; wearable digital electronic devices capable of providing access to the internet, for sending, receiving and storing of telephone calls, electronic mail, and other digital data; smart watches capable of providing access to the internet, for sending, receiving and storing of telephone calls, electronic mail, and other digital data; electronic book readers; computer software; computer software for setting up, configuring, operating or controlling computers, mobile devices, mobile telephones, smart watches, wearable computer hardware, computer peripherals, and audio and video players; application development software; downloadable pre-recorded audio, video and multimedia content; downloadable electronic books, magazines, periodicals, newsletters, newspapers, journals and other publications; computer peripheral devices; wearable computer peripherals; computer cables, monitors, display screens, keyboards, mice, mouse pads, printers, disk drives, and hard drives; peripherals for mobile devices; sound recording and reproducing apparatus; digital audio and video players and recorders; audio speakers; audio amplifiers and receives; motor vehicle audio apparatus; voice recording and voice recognition apparatus; earphones; headphones; microphones; televisions; television receivers and monitors; set top boxes; radios; radio transmitters and receivers; optical apparatus and instruments; cameras; global positioning systems (GPS devices); navigational instruments; data storage apparatus; computer chips; batteries; electrical and electronic connectors, couplers, wires, cables, chargers, docks, docking stations, interfaces, and adapters for use with all of the aforesaid goods; covers, bags and cases adapted or shaped to contain computers, computer peripherals, computer hardware, mobile telephones, smart watches, and wearable computer peripherals, handheld and wearable digital devices, and audio and video players; electronic agendas; apparatus to check stamping mail; cash registers; mechanisms for coin-operated apparatus; dictating machines; hemline markers; voting machines; electronic tags for goods; prize selection machines; facsimile machines; weighing apparatus and instruments; measures; electronic notice boards; measuring apparatus; wafers [silicon slices]; integrated circuits; fluorescent screens; lights conducting filaments [optical fibres]; electric installations for the remote control of industrial operations; lightning arresters; electrolysers; fire extinguishers; radiological apparatus for industrial purposes; lifesaving apparatus and equipment; whistle alarms; sunglasses; animated cartoons; egg-candlers; dog whistles; decorative magnets; electrified fences; electrically heated socks.

Now, you’ll have to come on a bit of a trademark journey with me to figure out how I get from an application in Belgium, Holland and The Netherlands to a big breaking Apple story.

There’s two big issues here.

The first is that after that application, the same Delaware company has now applied GLOBALLY, and I mean that in the sense of I’ve never seen a more Global application before, for that trademark, on the basis of the initial BeNeLux registration.

The applied for the Global protection THE DAY before the last day they could, and have applied to Non-Paris Convention countries at the start of this month.

By my calculations, just the outlay for this trademark application comes to €16,000

NOW. Because Apple already has trademarks for

Magic Keyboard

Magic Mouse

Magic Slate

Magic Trackpad

They would almost certainly be able to stop any other company applying for the trademark ‘Magic Toolbar’, on the basis it’s similar to their existing trademarks and likely to cause confusion.

So, another company would have to be 100% certified insane to spend €16,000 in outlay for a trademark application that someone with the clout of Apple was almost certain to be able to object to and defeat. And that’s the main reason that I’m putting my neck on the line and saying that ‘Presto Apps America LLC’ is actually Apple.

Oh, and one final thing…. Because the overwhelming majority of countries are signatories to the Paris Convention, nearly all countries are covered by the one application making details very scare. Thankfully those lovely Canadians aren’t, so Presto Apps have had to make a Canadian Application, and also had to make separate applications in Indonesia and Malaysia. And guess what, by a very strange coincidence, the lawyers that applied for ‘Magic Toolbar’ are the same ones that applied for ‘Airpods’ not so long ago.

Airpods Magic Toolbar Indonesia Primastuti Purnamasari, SH. Primastuti Purnamasari, SH. Canada BAKER & MCKENZIE LLP BAKER & MCKENZIE LLP Malaysia Chew Kherk Ying Chew Kherk Ying

So, either Presto Apps America is Apple and the Magic Toolbar is going to be part of the Macbook announced on 27 October or else it’s the strangest set of coincidences and unlikely events I’ve ever seen.

BUT, it could be just that, and this might all have nothing to do with Apple.

You now have the facts, so you can decide.

Oh, and one final thing. About the date of 27th October.

That’s the day before Apple would have to apply Globally for ‘Smart Button’ and ‘Apple Smart Button’ and a day AFTER they would have to apply for ‘Touch Bar” globally.

So, I’m pinning my flag to the mast now.

The new line of Macbooks will feature the Apple Smart Button and the Magic Toolbar.

This day next week, we’ll know if I was right.

Or not.

Incidentally, I did tweet Tim Cook to ask him

And I sent this to the email address registered with the US Patents and Trademark Office:

Because I’m a child.