“SOME of the best-loved technology on the planet” is how Apple describes its products when recruiting new employees. It’s a fair description.

But the love that consumers send Apple’s way could flag if the company puts into place new advertising technology it has developed. In an application filed last year and made public last month by the United States Patent and Trademark Office, Apple is seeking a patent for technology that displays advertising on almost anything that has a screen of some kind: computers, phones, televisions, media players, game devices and other consumer electronics.

Filing a patent application, of course, doesn’t necessarily mean that the company plans to use the technology. But the application shows, at the least, that Apple has invested in research to develop what it calls an “enforcement routine” that makes people watch ads they may not want to watch.

Its distinctive feature is a design that doesn’t simply invite a user to pay attention to an ad  it also compels attention. The technology can freeze the device until the user clicks a button or answers a test question to demonstrate that he or she has dutifully noticed the commercial message. Because this technology would be embedded in the innermost core of the device, the ads could appear on the screen at any time, no matter what one is doing.