1394 Trade Association Adopts FireWire Trademark From Apple

The 1394 Trade Association (TA) and Apple Computer have announcedthat the FireWire(R) trademark, logo and symbol have been adopted as abrand identity for the IEEE 1394 connection standard in a no-feelicense agreement between the TA and Apple. In addition, Apple hasgranted the TA the right to sub-license the FireWire Trademark for useon products, packaging and promotion of the standard.

"Apple is delighted that the 1394 Trade Association has decided toadopt FireWire as a brand identity," said Philip Schiller, Apple'ssenior vice president of Worldwide Product Marketing. "This is yetanother significant sign that FireWire momentum continues to build inthe marketplace."

With its high data-transfer speed and "hot plug-and-play"capability, FireWire is the interface of choice for today's digitalvideo and audio devices, as well as external hard drives and otherhigh-speed peripherals. FireWire has become the established industrystandard for both consumers and professionals. Analysts predict thatFireWire will be included on more than 64 million personal computersand nearly 100 million digital devices by the end of this year.*

Also included in the agreement, which was approved by the 1394 TradeAssociation Board of Directors, is a new version of the FireWire logospecifically designed for the TA's compliance program. Apple hasgranted the TA the exclusive right to sub-license the FireWirecompliance logo to other vendors.

"The adoption of FireWire as our promotional and compliance logogives consumers a simple way to identify products based on thisconnection standard," said Brian Eble, director of marketing of the1394 Trade Association. "This agreement makes FireWire the recognizablebrand for 1394 enabled products."

The 1394 Trade Association is an international organizationdedicated to the advancement and enhancement of the IEEE 1394 standard.For more details about the 1394 Trade Association, visithttp://www.1394ta.org/.

Apple ignited the personal computer revolution in the 1970s with theApple II and reinvented the personal computer in the 1980s with theMacintosh. Apple is committed to bringing the best personal computingexperience to students, educators, creative professionals and consumersaround the world through its innovative hardware, software and Internetofferings.

*Based on information from In-Stat/MDR