It sounds like a joke, but Apple's filed an Australian trademark application for the term "STARTUP".
tmWatch noticed the application, which was lodged yesterday by Sydney law firm Baker & McKenzie on behalf of Apple in the States. So what would STARTUP cover?
Class 35: Retail store services, including retail store services featuring computers, computer software, computer peripherals, mobile phones, and consumer electronic devices, and demonstration of products relating thereto Class 37: Maintenance, installation and repair of computer hardware, computer peripherals and consumer electronic devices; consulting services in the field of maintenance of computer hardware, computer peripherals, and consumer electronic devices Class 41: Educational services, including conducting classes, workshops, conferences and seminars in the field of computers, computer software, computer peripherals, mobile phones, and consumer electronic devices and computer-related services; providing information in the field of education Class 42: Design and development of computer hardware and software; technical support services, namely, troubleshooting of computer hardware and software problems; installation, maintenance and updating of computer software; technological consultancy services in the field of computers, computer software and consumer electronics; computer diagnostic services; computer data recovery
Those fields suggest to me that Apple might be looking to rebrand its in-store support and training services somewhat, but then I never actually made it to law school.
tmWatch notes that the STARTUP trademark has only been been filed at this stage, but not actually looked at by an IP examiner.