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GoPro vs. Apple. IP value

Apple has recently been granted a patent in the digital camera system area (US Patent N. 8.934.045) by the USPTO (United States Patent and Trademark Office). This grant had a negative impact in the stock market value of GoPro, a company that is considered the market leader in digital cameras. Hence, shares in this company lost 13% value in the stock market.

Nevertheless, it should be emphasized that this patent belongs to the trove of Kodak patents that were purchased by Apple in 2012.

For its part, Apple refused to reveal the company’s aim in acquiring this patent. Is Apple seeking an entrée into the digital camera sector? Is the company willing to use it for improvements in photo settings on iPhone and iPad products instead? Will it be a new device part of the Apple Watch?

We will soon see. What is clear is that, as they say in Wall Street: “buy on the rumour, sell on the fact” has an impact. Even when a technology patent does not usually have such an effect in the stock market value of another company, the issue at stake in this case is not technology but a trademark’s power and, it is clear, Apple is a good example of it. 


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