Apple Expands Gaming Empire with 'Sneaky Sasquatch' Trademark Amid New Opposition Battle

Oct/09/2025

Apple is strengthening its entertainment and gaming portfolio with a new US trademark filing for 'Sneaky Sasquatch'. Just days later, the tech giant lodged an opposition to the 'HoneyApple' mark, arguing its similarity to Apple’s existing family of trademarks could mislead consumers. The moves underscore Apple’s intent to safeguard its brand identity as it diversifies beyond hardware.

On October 6, Apple submitted a wide-ranging US trademark application for 'Sneaky Sasquatch', covering computer, video, and mobile gaming software alongside an array of entertainment and merchandising categories. The filing spans augmented and virtual reality games, educational titles, and multimedia content, as well as toys, collectibles, and streaming services. The breadth of the application suggests Apple’s ambition to weave the franchise across multiple media formats—integrating gaming, film, and interactive entertainment—potentially aligning with its expanding Apple Arcade and TV+ ecosystems. This strategic move reinforces the company’s aim to develop proprietary intellectual properties that drive engagement within its tightly controlled digital universe.

Two days later, Apple initiated opposition proceedings against the 'HoneyApple' trademark, which covers a broad range of electronics from televisions and smartphones to pet-tracking systems and smartwatches. The company argues the mark could create confusion with its own trademarks, including 'Apple', 'Apple Watch' and 'Apple TV 4K'. The action coincides with a period of heightened brand activity following Apple’s "Awe Dropping" event in September, which introduced the iPhone 17 series, Apple Watch updates, and AirPods Pro 3. Despite the event’s focus on design and performance, Apple’s latest filings signal an equally determined effort to defend and extend its intellectual property portfolio—ensuring its brand dominance remains unchallenged in both the digital and physical realms.