Apple files to trademark the 'Slofie' name



If you were watching Apple's new product event last week, you might have done a double-take when the world "Slofies" was first mentioned. This is Apple's own term for selfies recorded in slow-motion at 120fps. As it turns out, Apple has filed with the U.S. Patent and Trademark Office (USPTO) to trademark the term in the U.S. (via The Verge). The 2019 iPhones are the first able to capture selfies in slow-motion and Apple is hoping that the feature and the term catch on with the TikTok generation.

According to the application, Apple wants the trademark to cover the use of the word in "...standard characters without claim to any particular font style, size, or color." And Apple says simply that Slofies are "downloadable computer software for use in capturing and recording video." The application cost $400, which is money certainly well spent as far as the company is concerned. The thing is that the Slofie name doesn't refer to any particular hardware or camera settings; a Slofie is simply a selfie video recorded in slow motion. The last thing Apple wants to see are knock off apps in the App Store or even in the Google Play Store promising to deliver Slofies.

Apple ran into legal issues when it first used the iPhone name


Apple played a video about Slofies at the event last week which will no doubt become a commercial. It shows what might have been an ad for makeup or some other fashion product; for the first 8 seconds anyway. And then things start to fall apart quickly. Finally, we see that the wind-blown effect was created using a blow drier; as we said, this is a perfect feature for the TikTok generation.


You might recall that when it comes to trademarks, Apple has run into some issues with its iOS devices. For example, no sooner did Steve Jobs introduce the iPhone on that fateful January day in 2007 then Cisco took Apple to court for using the iPhone name. Cisco had control of the trademark after acquiring Linksys; the latter had purchased the trademark holder Infogear in 2000. Cisco was selling a cordless VoIP (voice over internet) phone called iPhone. And Apple wasn't blindsided by this; it had been negotiating with Cisco for two years but no agreement was reached prior to the unveiling at MacWorld. Apple also was in no rush to make a deal because it pointed out that no one would confuse Cisco's iPhone with the Apple iPhone (especially back in 2007). Cisco General Counsel Mark Chandler said, "Cisco entered into negotiations with Apple in good faith after Apple repeatedly asked permission to use Cisco’s iPhone name. Today’s iPhone is not tomorrow’s iPhone. The potential for convergence of the home phone, cell phone, work phone, and PC is limitless, which is why it is so important for us to protect our brand." Apple and Cisco finally reached terms in February 2007. Ironically, three years later Apple reached a deal to use the iOS name from the networking firm. Cisco used the same three letters for its routing software.


A different battle occurred in 2012 over the iPad name. Not wanting a repeat of the iPhone name battle with Cisco, Apple started filing trademark applications around the world for the iPad prior to the tablet's launch in 2010. In countries where another company owned the name, Apple reached into its wallet and bought the rights. The company had done this in China by purchasing the iPad name from a company in China called Proview back in 2009. But as it turned out, the Proview unit that owned the iPad name was not the one that Apple made the deal with. A lawsuit ensued and in July 2012, Apple agreed to pay Proview $60 million to settle the suit and obtain the rights to the iPad name in the country.

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30 Comments

1. gadgetpower

Posts: 283; Member since: Aug 23, 2019

Great! I think this will be the new trend then and android for sure will be making their own slofies too.

2. darkkjedii

Posts: 31307; Member since: Feb 05, 2011

Android isn’t a “their”, it’s an it. You constantly look to start trouble don’t you? You seem to forget, just how much Apple has copied Samsung and Google. Just do a little research troll.

4. Derekjeter

Posts: 1526; Member since: Oct 27, 2011

I doubt anybody with a brain would want that name on any of their products. That’s what Apple followers call innovation.

5. VariableCheapskate

Posts: 173; Member since: May 29, 2019

"slofie" Off yourself for making this a thing, Tim Cook.

6. dimas

Posts: 3382; Member since: Jul 22, 2014

Slofie trademark? More like a sofa upholstery marketing word to me. Anyway apple, just patent it. Only goofballs will use it anyway.

8. Vancetastic

Posts: 1569; Member since: May 17, 2017

This is nearly the dumbest thing I've ever heard. Nearly, because I see the troll comments here, and they win.

9. Vokilam

Posts: 1278; Member since: Mar 15, 2018

I got a name for you Apple: how about “gimmickie”

10. lyndon420

Posts: 6824; Member since: Jul 11, 2012

"Slofie”?? Are you being serious? We finally a term for insanely vane iPhone users...lol.

11. mackan84

Posts: 553; Member since: Feb 13, 2014

It’s so dumb it will stick sadly.

12. Subie

Posts: 2388; Member since: Aug 01, 2015

It reminds me of when HMD branded the term "Bothie" for their camera tech on the Nokia 8. Nobody I know uses that term and I hope the same will be true of Slofie...

13. Venom

Posts: 3722; Member since: Dec 14, 2017

I agree. Someone must have been really drunk when they came up with this.

14. hafini_27

Posts: 951; Member since: Oct 31, 2013

I feel stupid just thinking how to say that name let alone speaking it out loud.

15. hardiksaini

Posts: 4; Member since: Jul 10, 2019

Wow big innovation..!!!..WHO THE HELL WANTS TO SHOOT SLOW MOTION VIDEO THROUGH FRONT FACING CAMERA??...such a gimmick...it would be sad if Android implement a similar feature

16. TS020

Posts: 50; Member since: Feb 16, 2019

Definitely destined to end up on marketing fails/cringe compilations in the future. Seems Apple forgot that they aren't hip or trendy anymore and stuff like this now comes across as cynical.

18. midan

Posts: 3003; Member since: Oct 09, 2017

"Seems Apple forgot that they aren't hip or trendy anymore" Yes they are

21. Vancetastic

Posts: 1569; Member since: May 17, 2017

If "slofie" is trendy, I am proudly square. Enjoy spending over a thousand on something insanely stupid.

22. Vokilam

Posts: 1278; Member since: Mar 15, 2018

With your wording, you insinuate that front camera slo-mo is the only thing different on the new iPhones. Your comment is dumber than the word “slofie”

25. Vancetastic

Posts: 1569; Member since: May 17, 2017

I used a bit of hyperbole, sure, to illustrate a point. As it is, I can no longer, in good conscience, continue to support a company that seeks to trademark the term "slofie". Humans are dumb enough already.

26. Vokilam

Posts: 1278; Member since: Mar 15, 2018

Well you’re being petty. I’ve been surprised on how gorgeous the photos are on my iPhone X. Which is now a 2 year old device (and I’m coming from a line of Samsung devices). I’m also loving all the iOS benefits that are just neglected by android or Samsung. Your reason to not purchase from a company because their naming schemes are quirky, is petty. I was going to buy a note 10 when my contract is up, but now I’m gonna play with iPhone 11 pro cameras and see how they stack up in poorly lit atmosphere. I’m happy everyone is improving in that aspect, next should be batteries - if they can’t improve capacity vs size, then optimization should be their focus - and as far as I can tell Apple is doing better optimizing than others for the size they put in. I think software will lead battery advancements not capacity - working on that early on will yield better output tomorow - others just shove bigger batteries and close shop.

27. Vancetastic

Posts: 1569; Member since: May 17, 2017

I've been annoyed with Apple's shenanigans for a bit now, and "slofie" is my line in the sand. I had an X for a year and a half, and ended up absolutely hating it. The dreaded notch is supremely annoying to me, and inability to set most default apps left me cold. So, petty I'll be, if it suits my purposes.

29. Vokilam

Posts: 1278; Member since: Mar 15, 2018

The notch doesn’t bother me even a little. I understand some disagree, but for me, Face ID is miles ahead of any FP sensor in terms of practicality, versatility, and solution to my problem at work (fingers are dirty, sweaty or in gloves for half of my day in construction). I like how iOS hides everything from everyone - even notifications on screen unless the phone sees my face. I love iMessage especially for sending Apple Cash (I hire partly based on wheather you have an iPhone - it makes paying everyone so much easier instead of meeting up and writing a check or downloading some third party app just to pay them) and in iMessage ability to ask for others location when needing to meet up or share my location. 3D Touch is the ultimate solution to right click and was always needed since the touch screen was invented. And I don’t give one flying poop about customization. I love how well ad blockers works on iPhones vs android. And even though popular apps are just same with android and iOS in terms of quality now, there are many apps that are still lacking polish vs how they work on iOS: Siri integration, style follows iOS design, smooth operation and integration with iOS features like gestures, share-sheets, and default apps (for example I can tell Siri to upload my photos to my pc - it will use a third party file manager that I I like to do that, it will create a folder on my pc and rename each file with date and time stamp automatically). I love find my friends feature especially when you got kids. FaceTime has been the only video calling I was able to use - on android everyone uses different apps and I had to download something new and sign up every time I had to video call someone new.

30. Vokilam

Posts: 1278; Member since: Mar 15, 2018

My absolute annoyances with iPhones are quite a few (but here are some). I hate that the incoming call takes the full screen - and I cannot just hid it to background without letting the caller know I rejected their call. I hate iPhones rounded corners - they’re too rounded, and side bezels could be smaller like on new Samsung devices. (But I always hated curved screens on Samsung). I hate that Apple is about to take away 3D Touch (see above) - I’m really hoping heir haptic touch is at least half as good. And some settings confusions like: I still don’t know how to change my daughter as a “child” instead of “adult“ on my iTunes family list - because that would allow so much more control over her iPad and apps she can install or how she can use them remotely from my phone. iPad desperately needs a multi user support, I’m NOT buying an iPad for everyone in my family. I desperately miss s-pen and it’s features, at least Apple added screenshot editing and sharing like Samsung’s had for a long time. But that’s just a start. I need a damn Pencil support (stubborn Apple). There are quite more, like certain stubborn choices that Apple makes with their products - you know them I’m sure. But overall iOS is better for my business, 85% of people I come across use it, and anyone I try to contact - iOS will show me if they use iOS or android - so I can choose how to interact. So, that’s my take. I’m limited due to comment word limit, but you get the idea.

28. Vancetastic

Posts: 1569; Member since: May 17, 2017

Also, I don't mean to lash out at you; you're a sensible commenter, and not a drooling fanboy...those are the ones I am really addressing. Also, I am prone to ridiculous exaggeration on occasion...

31. Vokilam

Posts: 1278; Member since: Mar 15, 2018

They make me cringe with their comments too. Difficult to be a fanboy with anything because you’re now associated with the far-leaning fanboys. I was hated for using Samsung and I'm hated for using iPhone. I had a Verizon employee talk down to me because I walked in with an iPhone. I had a question regarding my billing and the dude went off how I should get a Samsung instead. I know both platforms pros and cons extremely well and embarrassed the guy. Didn’t even have to complain to management for him to start respecting me as a customer.

32. Vancetastic

Posts: 1569; Member since: May 17, 2017

I'm universally hated, because I'm not afraid to criticize any device I use. Nothing is perfect. When I had my X, if I made a critical comment about any part of it, goofballs like Leo or midan were quick to tell me that I was "wrong"... I had a Samsung S7 before that, and I got abused for owning that one, too. There's no winning with these children. That Verizon employee should be punished, by the way. I remember buying an iPhone 5s (best phone ever, by the way), and having the salesman try to talk me into a Nexus 6.

33. TS020

Posts: 50; Member since: Feb 16, 2019

"M-my Mom says I'm cool!"

17. jjface

Posts: 250; Member since: Jun 07, 2017

This must be a big experiment to see if any Chinese brand dumb enough will bite and create their own slofie.

20. shiv179

Posts: 176; Member since: Aug 08, 2012

LOL this is so dumb! Jobs must be rolling in his grave

* Some comments have been hidden, because they don't meet the discussions rules.

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