Samsung is looking to expand on its use of common household words in its branding for TVs to include "The Window," based on a new trademark filed with the European Union Intellectual Property Office (EUIPO). The trademark is entirely unambiguous in that it is actually noted as applying solely to Nice Classification '9' of goods and Services, and specifically to televisions. That doesn't necessarily mean that Samsung will ever release a set bearing the brand and the trademark is still up for consideration, although it is also indicated to be fast-tracked.
Background: As implied, this actually wouldn't be the first time that Samsung has trademarked and used a commonly used descriptive word for its products. Earlier this year, the Korean tech giant unveiled a 146-inch MicroLED TV set to begin selling in 2019 and branded by the company as "The Wall." In that case, the branding relates directly to how large the panel itself is but also to how thin it is, allowing it to blend almost seamlessly with the wall on which it's hung. The depth of The Wall is touted by Samsung as being set at just 30-millimeters. What's more, the company has claimed that it will be "modular," allowing homeowners to scale the size of the television up or down to best suit the needs of a given room in their home. There aren't many other details that have been made publicly available but The Wall will almost certainly not be the least expensive model on the market when it does launch.
In the meantime, there are similarly not a lot of specifics provided by the new trademark filing but there could be at least some speculations made based on the trademarked word itself. Samsung has previously made a big deal out of choosing trademarks that are directly inspired by the attributes of its products. Aside from The Wall, its Samsung Galaxy Note series of devices was arguably named with a nod toward the included S-Pen stylus and its ability to take notes, in addition to its more general productivity features. Since this television would be a "Window," it isn't too audacious to posit that it will be something similar to another device that's already been revealed but by LG Display. More specifically, like that other television, The Window may be built around a completely transparent OLED panel. One use for that type of panel would be its installation in a dividing wall within a home. When turned on, users in one room – or both – could watch a movie or play a game while turning it off would create a window between distinct areas or rooms within the home.
Impact: The company may or may not also succeed in surpassing the above-mentioned LG UHD panel's 40-percent transparency. However, setting aside speculation, there aren't any clear indicators as to what The Window will be, aside from its designation as a television. That precludes details or hints about when or where Samsung might first show off the product as well as any information about screen size, pricing, or availability.