1394 Trade Association Adopts FireWire Trademark from Apple

The 1394 Trade Association(TA) and Apple today announced that the FireWire trademark, logo and symbolhave been adopted as a brand identity for the IEEE 1394 connection standardin a no-fee licence agreement between the TA and Apple. In addition, Applehas granted 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 to adoptFireWire as a brand identity”, said Philip Schiller, Apple's senior vice president of Worldwide Product Marketing. “This is yet another significant sign that FireWire momentum continues to build in the marketplace”.

With its high data-transfer speed and “hot plug-and-play” capability,FireWire is the interface of choice for today's digital video and audiodevices, as well as external hard drives and other high-speed peripherals.FireWire has become the established industry standard for both consumers andprofessionals. Analysts predict that FireWire will be included on more than64 million personal computers and nearly 100 million digital devices by theend 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 programme. Apple has grantedthe TA the exclusive right to sub-license the FireWire compliance logo toother vendors.

“The adoption of FireWire as our promotional and compliance logo givesconsumers a simple way to identify products based on this connectionstandard”, said Brian Eble, director of marketing of the 1394 TradeAssociation. “This agreement makes FireWire the recognisable brand for 1394enabled products”.

The 1394 Trade Association is an international organisation dedicated to theadvancement and enhancement of the IEEE 1394 standard. For more detailsabout the 1394 Trade Association, visit www.1394ta.org.

*Based on information from In-Stat/MDR

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