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June 4, 2008

Apple Tech Brand Naming: Mobile Me, You Complete Me

I’m starting to believe the rumors that the domain name has been bought by Apple, who reportedly also bought

It seems as if the .Mac service is going to be rebranded as Mobile Me, leading Apple into a whole new world of connectivity and web dominance.

I dug into the trademark database and discovered that Apple has been working to gain a trademark for Mobile Me in the United States. Currently, they have an international mark, but the federal mark for the United States is still pending in various class codes.


Make no mistake about it, Apple is all about mobility and the Mobile Me name would fit well with the new iPhone 2.0 that is coming out soon, as well as the various iPods and the Mac Air. There is no doubt that Apple is positioning itself as the brand name of choice for the tech on the go.

To this end, Mac has been buying up .Me domain names with a focus on verbs such as or Some users are not really happy with the Mobile Me name, but I think it fits.
.Mac puts the entire focus of it’s online presence on the Mac rather than on the mobile wizardry that has rescued the company from extinction, but Mobile Me's appearance coincides well with the upcoming iPhone 2.0 announcement.

Apple will be seamlessly covering four areas: computing, digital audio, portable consumer electronics and a huge amount of web based activity. It brings the balkanized and expensive .Mac concept into Apple’s center stage.

If—and it is a very big if—Apple succeeds here, it will be bringing Internet connectivity into a whole new stratosphere, allowing people to use their new iPhones like desktop computers and to easily hop on and off the Web to publish and update web pages with pictures, music, design, you name it.

What really makes me curious, however, is exactly what this will do to the signature nomeclature “i” g that Apple started a decade ago with iPod.

The “i” is so tied up with the Apple brand that it is difficult to imagine “me” fitting into Apple's product naming strategy. Although, I do think that the two names will stand up well in the marketplace.

I would be happy to use an iPhone to connect to Mobile Me or use Mobile Me to track back to my iMac via my iPhone.

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Posted by William Lozito at June 4, 2008 10:00 AM
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