On 9 September 2026, Apple unveiled the new iPhone Duo—and that is probably already well known. What is less widely known, however, is that it had filed an application for the trade mark in Liechtenstein six months earlier. Apple had adopted a similar approach in 2014 in relation to the first Apple Watch, by filing an application in Trinidad and Tobago. This practice is known as “submarine filing” or the use of “submarine trade marks”.
Why Did Apple Choose Liechtenstein? The Submarine Trade Mark Strategy
The choice of jurisdiction was not accidental. Liechtenstein’s trade mark office expressly states that its online register displays “only trade marks and designs that have actually been registered and published”. In other words, a pending trade mark application does not appear in the register before it has been examined and published.