By Stephen Schenck | March 14, 2013 11:00 AM
With just hours to go until Samsung’s Unpacked event tonight, it seems like the cat’s already out of the bag when it comes to the Galaxy S IV, and videos of its Chinese variant, model GT-I9502, have given up many of the handset’s secrets. Still, we don’t know simply everything at this point, and one of the last minute rumors to spring up has suggested that Samsung could end up branding the Galaxy S IV’s screen as its Hyper Bright Display; we’re not so sure.
These claims have stemmed from the discovery of a US trademark application Samsung filed for Hyper Bright Display. Now, if this application was pending review or if it had been granted, we’d agree that Samsung might end up using the term Hyper Bright Display in regard to the GS4. What so many of the voices parroting this rumor seem to have glossed over is the fact that Samsung’s application has been rejected.
Problem is, the Trademark Office isn’t just rubber-stamping requests, and actually took the time to look into how common the phrase “hyper bright” was in regards to display technology. As it discovered with some cursory Google searches, that’s a pretty common expression, especially when it comes to LEDs. That’s just too close to Samsung’s intended use, so the phrasing is ultimately too descriptive to be granted a trademark.
Samsung could always file an amendment that attempts to make the case that “Hyper Bright Display” is a unique, nondescripritive term, but it would have its work cut out for it.
This doesn’t mean that we won’t hear Samsung boast about the great screen on the Galaxy S IV today, but the company would be foolish to promote it as a “Hyper Bright Display” while it currently doesn’t even have the rights to that name.