News, info, and opinion by Mac users, for Mac users.

March 11, 2008

legal

Apple marks its territory with Thinnovation

Posted Mar. 11, ’08, 9:13 AM PT by Dan Moren
Category | Legal

ThinnovationIt’s a Slow News Day™ here at MacUser, so we bring you this latest news from the world of Apple™ trademarks. The company, of course, owns a number of trademarks, ranging from Mac™ to iPod™ and, of course, the iPhone™ (which it shares with frenemy Cisco Systems). In fact, Apple’s got a whole page of extensive legal guidelines for the use of their trademarks, several of which I am no doubt violating with this blog post. In which case: iApologize™.

Now they’ve decided to add one more to their stable: Thinnovation, the tagline that they’ve associated with the introduction of the MacBook Air…™. Spiffy. Interestingly enough, this isn’t the first time Apple’s used “thin” in its advertising; the last time, of course, they took significant flack for it. The complaints over the MacBook Air were not quite as loud, but they ratcheted up the ridiculousness a couple of notches on MacUser’s patented Ridiculometer (you guessed it, ™), with some going so far as to suggest the MacBook Air’s thinness might inspire eating disorders. Seems to me that there are several more prominent sources you could point to, like, oh, fashion magazines and models, before making the jump to consumer electronics.

But I digress. I’m sure we’re all glad to know that Apple will be defending its Thinnovation™ with its life and livelihood from devious encroachers. And heck, it certainly beats the pants off their last attempt at a slogan: The MacBook Air—so thin that your wife might accidentally throw it out with the recycling.


5 Comments

Alex said:

Well, sir, being a slow news day, I might as well ask you about this.

I have F12 as the default key for Dashboard, and noticed that if I hold the button down for a few seconds, Dashboard comes up, and goes away as soon as let go of the button; as opposed to pressing it once to bring it up, and pressing it again to get rid of it. Is this a Leopard feature, or am I just being loopy?

Regardless, it made my day, as do your relatively witty posts.

Love,

Alex

March 11, 2008 9:29 AM
Dan Moren Author Profile Page said:

@Alex From what I can tell, that works will all the Exposé and Dashboard features in Leopard. Not sure if it's new or it was on Tiger too. Thanks for the compliment, regardless.

March 11, 2008 10:44 AM
Dave-O said:

@Alex, that has been a feature of both Dashboard and Exposé since their respective debuts.

That MinnPost article is just scary. It's sad to see how dedication to an otherwise worthwhile endeavor can warp your sensibilities. That lady needs a hobby.

March 11, 2008 10:52 AM
Dave-O said:

Thanks for the reminder on the Megalomania story. I'm glad to see you continue hitting the substantive issues no one else seems to cover :)

March 11, 2008 10:57 AM
Brian said:

Speaking of it being a slow news day, isn't it Tuesday? Where's the Apple Store downtime and the new announcement of some kind. There are only so many Tuesdays left--lets not miss this one!

March 11, 2008 12:16 PM

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