Apple Snaps Up Several '.Guru' Domain Names on Launch Day

apple_store_geniusThe first of hundreds of new generic top-level domains (gTLDs) began rolling out this week, and it should be no surprise that Apple is looking to protect names related to its products and brands. Among this initial batch of gTLDs being released, Apple has already secured several domains in the ".guru" family, presumably due to its similarity to Apple's "Genius" naming for the company's in-store support staff and recommendation features in its digital stores.

Domains in the .guru family that have already been registered by Apple and pointed to the company's name servers include:

- apple.guru
- iphone.guru
- ipad.guru
- mac.guru

Several others including appletv.guru, macbook.guru, and ipod.guru are currently blocked from registration, presumably at Apple's request.

The new domains registered by Apple are not yet active, although at some point the company may choose to redirect them to either its general home and product family pages or support pages. Some browsers with unified search and URL bars, including Apple's own Safari, have also yet to be updated to recognize the new domains as URLs. Safari currently directs such entries to searches rather than attempting to access the addresses themselves unless the HTTP protocol is specifically included in the text entry.

Apple routinely moves to protect domain names associated with its business, and the rapidly increasing number of gTLDs is only complicating that effort. Among the most notable expansions, Apple in 2012 applied for control of a new ".apple" top-level domain through a program that appears to still be in progress with Apple having passed initial review last June.

Top Rated Comments

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85 months ago

presumably due to its similarity to Apple's "Genius" naming for the company's in-store support staff and recommendation features in its digital stores.

"Guru" is the name of the equivalent of Geniuses in a Microsoft Store.

They stand at a counter with stools that they originally named the "Guru Bar".

And guess how the staff dresses?

Score: 5 Votes (Like | Disagree)
Avatar
85 months ago
I'll take metal.guru

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On a serious note, I for one don't want to need a little card in my wallet to let me know all the TLD I have to use. I hope companies don't start going nuts with this stuff.
Score: 4 Votes (Like | Disagree)
Avatar
85 months ago
I'm sure this was done because apple.genius was not available.

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in 5 minutes all the rest will be taken over by squatters.

Domain squatters are just as bad a patent trolls.
Score: 4 Votes (Like | Disagree)
Avatar
85 months ago

Why does it matter to you?

Because I sometimes consult with clients about their online presence, and having to deal with hundreds of TLDs (instead of a handful) which might duplicate their names and make it more difficult for their clients just makes the job more difficult. The only people who benefit from this are domain squatters, registrars, and lawyers, none of whom do anything particularly useful for society. Thanks for pretending to care.
Score: 3 Votes (Like | Disagree)
Avatar
85 months ago
The only people who will benefit from these new TLDs are the domain registers. There'll be a huge landgrab and 1000's of squatters will waste their money buying domains that no serious bit hitter would bother with.

Over here in Europe, years ago they released a .eu TLD when there was still only the original .com, .net, etc. They completely made a mess of the process and domain bots registered everything that corporations hadn't paid a large sum to pre-register.

The domain was never taken seriously and sank immediately into oblivion.

The new domains will be nice for amateur photographers, bloggers etc, but that's about it.
Score: 3 Votes (Like | Disagree)
Avatar
85 months ago
I imagine that thelove.guru will go unsold for quite some time. :p
Score: 3 Votes (Like | Disagree)

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