Apple applies for ‘Slofie’ trademark in the United States

We live in a time of “slofies” now. At least, that’s what Apple says thanks to the iPhone 11 and iPhone 11 Pro.

One of the new features coming to Apple’s newest smartphones is a feature called “slofies”. It works exactly as it sounds, oddly enough. It’s a slow-motion video captured with the front-facing camera. Slofie. Here’s how Apple describes it on its website:

The new 12MP TrueDepth camera lets you take superfun slow-motion selfie videos at 120 fps, or shoot in 4K at 60 fps. For stills, the camera now automatically zooms out when you rotate your iPhone, so you can get your whole crew in the shot. Yes, even selfies can be Pro.

The combination of the selfie and slow-mo video capture resulted in a pretty silly word, one that saw plenty of sarcastic feedback on social networks as Apple revealed it. And whether or not it’s an actual feature people use on a regular basis remains to be seen. But it’s there. And other smartphone manufacturers will probably copy it at some point in the future.

Which means Apple needs a trademark. So here we are in the land of the Slofie and Apple has officially applied to trademark the new word. The Verge was first to point out the new trademark, while Apple filed for last Friday.

Apple is applying for a trademark on slofies in connection with “downloadable computer software for use in capturing and recording video.” That means this trademark seems to be more about preventing other companies from making slofie-branded camera apps than it is about limiting popular usage of this totally made-up word. Apple has reason to want to prevent the creation of knock-off slofie apps, too, since slofies are meant to be exclusive to the new iPhones.

It’s worth noting here that there isn’t a “slofie” mode on the new iPhone models. This is just the term Apple is using for the captured video after the fact. When you’re using the front-facing camera on the new models, there will be a “slo-mo” option in the Camera app. Shoot that video and the result is a slofie.

Another fun fact: $400. That’s how much Apple had to pay to apply to trademark the made-up word slofie.

Are you looking forward to this particular feature?