Not trademarking can be an Excruciatingly Expensive® and Wildly Annoying® mistake

I was recently talking to a startup that was airing its frustration over Apple’s Tracker Detect app that enables Android users to find nearby, unknown AirTags. The problem? The company, TrackerDetect had been spending two years building up its SEO and brand recognition for its cybersecurity products. Needless to say, when Apple launches a product, puts it on its website and hundreds of news outlets cover the launch, chances of being found on Google drop precipitously.
The only option TrackerDetect had was to change the name of its company.
“Apple stole our name,” Mira Marcus,

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