Experts Suggests MacBook Pro OLED touch panel will be called the Magic Toolbar Leave a comment

As we suspected, the long-awaited Mac updates now appear to be scheduled for October 27. We provided a roundup of what we’re expecting to see…


The Specs of the main new products expected is:

  • New MacBook Pro models: lighter, thinner, all USB-C, OLED touch panel, Touch ID, Skylake processor, AMD Polaris GPU option
  • New 5K display offering 5120 x 2880 resolution and built-in GPU
  • Minor MacBook Air refresh, with USB-C but still non-Retina displays
  • Minor iMac refresh, with better GPU options and perhaps USB-C, but design and resolution unchanged
  • Release of the wireless AirPods

The rumored plan to drop the 11-inch MacBook Air has been questioned, but we could still see price-cuts to the Air and/or 12-inch MacBook as the gap between the low-end machines and the MacBook Pro models increases.


Personally, this launch will be the point at which I have to finally let go of my much-loved and heavily-upgraded 17-inch MacBook Pro and buy a maxed-out 15-inch model. I’ll also be taking a very serious look at the 5K display if it materializes, though I’m also tempted to buy a much larger third-party display.

Apple have officially stated that it’s launching new Macs this month, but the date is at least official and everyone is expecting it to be all about the Macs. Star of the show looks set to be a major revamp of the MacBook Pro line-up, with an OLED touch-bar replacing physical function keys as the headline new feature.

Trademark agent Brian Conroy (aka The Trademark Ninja) thinks he knows the name of the feature: the Magic Toolbar …


He reports that the name was registered back in February in the computer hardware category by a dummy corporation. The company which filed the application, Presto Apps America LLC, was incorporated just two weeks earlier.

Conroy says there are two reasons to believe that Apple is behind the filing. First, simple logic suggests that as Apple already owns the trademarks for Magic Mouse, Magic Trackpad and Magic Keyboard, it wouldn’t make sense for anyone else to spend money registering a trademark that Apple could easily contest on that basis.

Another company would have to be 100% certified insane to spend €16,000 ($17,500) in outlay for a trademark application that someone with the clout of Apple was almost certain to be able to object to and defeat. And that’s the main reason that I’m putting my neck on the line and saying that ‘Presto Apps America LLC’ is actually Apple.

But he also believes there’s a ‘smoking gun’: the lawyers listed on the Magic Toolbar application are the same ones which applied for the AirPod trademark. He also notes what seems to be less than coincidental timing. We recently described the legal manoeuvre Apple uses to quietly register trademarks overseas in order to claim them globally six months later. Conroy says the date the trademark was granted in Benelux countries means the latest date on which Apple can claim the trademark in the U.S. and elsewhere is … the day before the Mac launch.

Seems a pretty persuasive case – though it’s of course possible that Apple simply wants to stop other companies attempting to use the name. Let us know in the comments whether you buy it.

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