Media event set for September 9, launch likely ~10 days later.
Firm Launches 'IPHONE' Brand of Android Phones, Touts Trademark Ownership in Brazil
The first model will be called "Neo One," IGB said in a securities filing. The company was formed this year after the restructuring of Gradiente Eletronica SA, which had applied for exclusive rights in Brazil to register its products under the name IPHONE in 2000.Apple will either file a lawsuit, or perhaps more likely, begin negotiations for a settlement deal.
Apple was involved in a similar trademark issue in China, with Proview owning the "iPad" trademark. Apple ended up paying that company $60 million to gain control of the 'iPad' trademark.
Brazil is an important country for Apple. The company has begun hiring for new Apple Stores in the country, which would be its first locations in South America and Apple and Foxconn have begun iPad and iPhone production there.
Finally, Apple CEO Tim Cook has said in the past that Brazil is the company's next big target after China.