Apple trademarks “iPhone 7”, “Iris Engine”, “Touch Bar”, “Smart Button”, ”AirPod Case” & more

By , Sep 6, 2016

Apple trademark filings Brian Conroy 003

With 24 hours left until the iPhone 7 keynote, a bunch of Apple trademark filings have now surfaced, as recently discovered by lawyer Brian Conroy. The documents provide some solid hints as to some of the gadgets the Cupertino firm may have been working on and could release at tomorrow’s event.

One of the more peculiar trademark filings is that for “Iris Engine”, potentially hinting at iris scanning capabilities believed to be coming to a future iPhone.

Another one is for “AirPod Case”, which probably denotes a carrying and charging case for AirPods, Apple’s alleged Bragi Dash-style high-end Bluetooth in-ear buds.

Apple has also trademarked “iPhone 7” and “iPhone 7 Plus” (but not “iPhone 7 Pro”) so we now know that the next iPhone will almost certainly come in two major varieties, just like the iPhone 6s and iPhone 6s Plus do.

In addition to ”AirPod Case”, he also discovered a trademark filing for “AirPods” that was first discovered last year but couldn’t be immediately linked to Apple as it was filed for through a shell company.

Here’s a nice September 7 roundup video Brian put together regarding Apple’s trademark applications for “Iris Engine”, “Iris Image Engine” and more.

A few other interesting trademark filings linked to Apple:

  • Tap to Replace
  • Raise to Wake
  • Apple Digital Touch
  • The Future of TV is Apps
  • Home Hub
  • Planet of the Apps
  • macOS Sierra
  • Apple Smart Button
  • Apple Swift Lab
  • Apple Progress Card
  • Apple Breathe
  • Apple Smart View
  • Apple Rich Links
  • iBooks Storytime
  • Control Strip

I’m most intrigued by “Apple Iris Engine”, “Apple Smart Button” and “Apple Touch Bar”.


Source: Brian Conroy

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  • Control Strip sounds mysterious. Haven’t heard any rumors about that.

    • Bill

      That’s gotta be the rumored touch pad they say will replace the function keys on the MacBook Pro.

    • techfreak23

      It’s probably referring to the supposed touch bar that might be coming to the new MacBooks

      • Thought Apple would hold a separate event for new Macs?

      • Bill

        This article is about trademarks, not event dates. 🙂

      • It’s possible they release all at once considering the “7” is extremely lackluster as far as a build up.. where’s everyone was talking about the new macbook pro. Guess we will see tomorrow.

      • Rowan09

        Imagine if we get a complete surprise

      • therealjjohnson

        All the blog sites have been leaking and speculating about the iPhone 7 for months. Cant really say the build up is lack luster. There is literally a post about it on this site every day.

    • gcreedle

      My view is Iris Engine refers to the dual camera post effects (refocus, optical zoom, lytro type stuff) rendering engine. Could be wrong.

      • They might surprise us with iris scanning similar to what Samsung introduced.

      • gcreedle

        Iris scanning seems to be much more difficult than its worth based on what I’ve seen of Samsung’s implementation and not very Apple-like. Iris Engine sounds alot like Retina Display, both would refer to things related to the display of images.

    • Nolan I.

      It actually was a feature a long time ago.

      Mac OS 9 was the last to feature it. It was a customizable bar of shortcuts at the bottom of the screen, on the left.

  • Kieko

    what would “Planet of the Apps” be about ?

    • Apple is producing original TV content. Their first show is called “Planet of the Apps”. It’s been reported that Jessica Alba is going to make an appearance on the show.

      Basically it’s a reality show where app developers make something in like a hackathon style competition. Best app wins.

    • Basically it’s a bunch of “cool” actors and actresses that act like they know tech.. but they don’t know anything.. BUT! They’ve played angry birds so people should definitely tune in!

  • How about iPhone SE-X, iPhone 6.9S, and iPhone 6SS

  • Rowan09

    Apple breathe sounds interesting

    • Chris Wagers

      Breathe is already in Apple watch

      • Rowan09

        Oh didn’t even know or probably forgot about it.

    • CASEACE79

      Pretty sure it’s in reference to the Apple designed breathe app for the Apple Watch.

    • Jayy

      Yesssss! We can finally unlock our idevices with our breath!!! iris scanners are so 2016. Everyone’s eyes look the same so that’s a huge security risk, but being able to use your unique breath signature is the wave of the future!

      • Rowan09


      • Jayy

        Lol I just had to!

  • Bugs Bunnay

    Iris engine = retina display in vr mode.

  • iByron

    “Get your stinking paws off me, you d**n dirty coder!” — Charlton Heston, Planet of the Apps

  • Usama

    Control Strip is referring to the supposed touch bar that might be coming to the new MacBooks
    AirPods case is just a normal case where you can store your airpods in so you dont lose them
    Iris Engine is the dual camera system name