SpaceX Defends 'Starlink' Brand as It Expands Satellite Empire
Jul/02/2025
On July 1, SpaceX lodged a U.S. opposition against Shenzhen Winner Bros Import & Export Co.’s trademark application for 'XTAR-LINK', citing its unmistakable similarity to SpaceX’s renowned 'Starlink' mark—a resemblance made visually evident in the accompanying graphic. SpaceX’s legal maneuver comes as the company’s satellite internet arm, Starlink, has grown into a critical connectivity provider, generating $8.2 billion last year and expanding its fleet to over 5,400 satellites, with plans for 12,000. While Starlink has supported war zones like Ukraine and made inroads in Africa, it faces persistent regulatory hurdles and concerns over its impact on astronomy. Meanwhile, the U.S. telecom sector is straining to keep pace with exploding data demands driven by AI and cloud technologies, spurring interest in satellite-based alternatives to traditional broadband. As T-Mobile, Comcast, and other incumbents shore up their networks, Starlink’s broad rural reach has cemented its strategic role—making SpaceX’s vigorous trademark defense as much about brand stewardship as about maintaining a technological lifeline for millions.
