For example: I could file and be issued a patent for process that doesn’t work, like cold fusion around the bounds of the claims I’ve submitted. Now I’m protected within the bounds of my claims, but the patent is worthless because the technology doesn’t do anything of value.
Your example is bad because Apple has a brand. Small-time inventors can have great new products without having a brand. Also, computers are something where brands are important. If I invent a new and improved pair of scissors, brand is less so, ergo no protection sans patent.
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You don’t just buy a macbook, for the performance aesthetics, you buy it because it connects with a variety of other devices and the experience of everything working together seamlessly. We’re moving toward a world where adjacent markets establish the brand not the original idea.
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Take Nest for example, they started with thermostats. Now they’re doing security systems eventually they’ll be the full stack smart home device solution.
End of conversation
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