It seemed like "slofies" were a once-in-a-lifetime joke when Apple mentioned them at their iPhone event last week, but the company is clearly pleased with the fictitious term. On Friday, Apple filed a US trademark on "Slofie," which may allow the company to gain control over the use of the word.
Slofies are Apple's name for slow motion self-excerpts, a feature new to the iPhone 11 models. The front camera of the phone can now record videos at 120 frames per second. When it slows down, it creates a clear slow-motion effect. The results are neat, though I'm not convinced that they will turn into the Apple-hoped Animoji-like phenomenon in conjunction with "downloadable computer software for use in recording and recording video." This means that this brand appears to be more about preventing other companies from creating Slofie brand camera apps than limiting the widespread use of this completely invented word. Apple has reason to believe that the creation of counterfeit Slofie apps should be prevented, as slofies are intended exclusively for the new iPhones.
Apple seems to be hoping for slofies a fun selling point for its new phones. The feature is mentioned throughout the Apple website, and Apple presented a slofie ad during the launch event of the phone. It would not be surprising if in the coming weeks much more would be broadcast once the phones are off. We asked Apple for a comment.
I would not mind if Apple took Slofie anyway. I can not stop writing it as "slowfie" by mistake, and I have also written "slowfi" a couple of times. If you ask yourself, a Hong Kong-based company attempted to tag SlowFi in 2011 as a brand in wireless communications. The trademark application and apparently the company are no longer valid.
If you ask yourself, Apple had to pay $ 400 to submit the trademark application.