December 21, 2012
Brazilian consumer electronics maker Gradiente has begun marketing a new device under the iPhone brand after being granted the exclusive right to use the trademark in Brazil through 2018.
But Gradiente can only use the name in Brazil and nowhere else.
The company in fact filed its application with the Brazilian trademark office a few years before Apple ever released its first smartphone in March 2007.
Gradiente said in a statement that it applied for the trademark back in 2000, after realizing "there would be a technological revolution in the world of cellphones with the convergence of voice and data transmission and the reception via mobile Internet."
Not that Gradiente's iphone is itself all that revolutionary. The device, which retails for around US $290 and bears the rather tongue-twisting designation "Smartphone linha G Gradiente iphone, modelo Neo One GC 500," appears to be the same thing as an earlier model that Gradiente marketed simply as the Neo One GC 500. The only thing that has changed is the branding.


