It looks like Apple's trademark application for "FaceTime" won't be as fun to watch as I thought it would be. Yes, the company will still have to demonstrate that the phrase has acquired a secondary meaning by which the public associates it with Apple's video calling services. Apple will also have to show that the phrase is not already associated with another company's products or services.
The latter is where I thought Steve Jobs, et al., might run into trouble because I knew that FaceTime Communications provides software solutions for managing unified communications and instant messaging platforms as well as other Web 2.0 applications. What I did not know at the time was that FaceTime Communications has agreed to turn over the FaceTime trademark to Apple.
In an e-mail late last week, FaceTime public relations representative Amy Robinson pointed me to this post on the company's website:
Our agreement with Apple to transfer the FaceTime trademark to them comes as we are rebranding our company to better reflect our capabilities. We will be announcing a new name in the coming months.
If only everything could be resolved so easily.
And if Jobs and Facebook CEO Mark Zuckerberg are on good enough terms to have met for dinner, as the Los Angeles Times reported Friday, I'm guessing Zuckerberg won't be in a hurry to complain about Apple using the "Face-" prefix - at least not in this instance.