You almost couldn’t have missed it: the new iPhone 11 is out. And it’s packed with new features. Features that Apple is keen on trademarking. Like the new “slofie” feature.

A “slofie” is Apple’s name for making a selfie video via the front camera in slow motion.

Apple has applied to the USPTO for a trademark on the term “Slofie”, largely to prevent app developers and phone makers from ‘borrowing’ the term for their own features. The trademark has a good chance of ending up registered, as it is a made-up name that does not directly describe anything related to the feature.

© photo: Apple