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  • 03.05.10

Jobs Squad: Turtle-Necked Mac Geniuses to Make Tech Support House Calls?

Apple seems to be creating its version of The Geek Squad. The Boom! disposal experts. Does this mean that we will soon be seeing squadrons of silver-colored vans, driven by bespectacled men in black polonecks zipping around the country, providing on-site tech support to those people who can’t make head nor tail of how to sync their Apple TV receiver to their TV?

Jobs Squad

Apple seems to be creating its version of The Geek Squad. The Boom! disposal experts. Does this mean that we will soon be seeing squadrons of silver-colored vans, driven by bespectacled men in black polonecks zipping around the country, providing on-site tech support to those people who can’t make head nor tail of how to sync their Apple TV receiver to their TV?

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Monday saw the U.S. Patent office publish Cupertino’s latest
trademark application–and there’s nothing remotely touchscreen or
cable-y about it. The trademark goes by the potentially confusing name
of Joint Venture–which has led one Web site to speculate that Jobs is
going to use his $40 billion of cash
in the crazy world of VC. There is, however, a potentially larger clue
in the trademark classes that the name has been registered under.

  • International Class 035: Retail store services featuring computers
  • International
    Class 037: Maintenance, installation and repair of computer hardware,
    peripherals, networks and consumer electronic devices.
  • International Class 041: Education and training services, workships, conferences and seminars in the field of computers
  • International Class 042: Tech support and consulting services for computer hardware, peripherals, etc

For all Apple’s simplicity, there is still a generation of people who press the panic button when something goes wrong with their computers (a perfect example would be my Mom.) If they’re too far away from the Genius Bar at Apple’s retail store (or who don’t have the patience to wait four days for an appointment), or can’t make head or tail of what phone support is telling them to do, then Apple is onto a winner. After all, a report last July claimed that Apple owned 91% of the $1,000-plus computer market–and people who can afford a Mac can usually afford on-site tech support.

One point of potential conflict may well be with BestBuy, parent company of the Geek Squad. Last week, Apple’s Tim Cook announced that the iPad would be on sale at the retail giant, and on hearing this news, BestBuy–admittedly not exactly Mac specialists–may not be best pleased.

[Patently Apple Via theAppleBlog]

About the author

My writing career has taken me all round the houses over the past decade and a half--from grumpy teens and hungover rock bands in the U.K., where I was born, via celebrity interviews, health, tech and fashion in Madrid and Paris, before returning to London, where I now live. For the past five years I've been writing about technology and innovation for U.S.

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