In both applications, Apple has filed for iPhone design trademark protection under International Class 009. Apple’s design trademark applications were accompanied by an unprecedented number of evidence specimens, numbering more than 170.
MacNN reports
Of cause the main reason - to protect design and the whole idea of iPhone from imitations from other mobile device design companies. Have you already seen future mobile phone from LG? It looks like iPhone! I don't know whether they change its design or not after such step of Apple, but I think, that the general advantage of this situation would be on the consumer side. It is because company will have to unwillingly make up new designs for their devices more appealing then iPhone.
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