Last week Apple showed off the slow-mo video capabilities of the front-facing camera on its new iPhone 11 models through the use of ‘Slofies,’ a portmanteau for the words slow-mo and selfies.

At the time, the concept was presented as a humorous take on selfies — which itself is a shortened version of of the phrase self-portrait — but not much more. Turns out, that might not be the case, as Apple has applied for a U.S. trademark for ‘Slofie,’ which would give them the ability to limit how the word is used.

The 'drawing' used in the trademark filing to show the phrase attempting to be trademarked.

All of Apple’s iPhone 11 models feature a front-facing camera that can record up to 120 frames per second (fps). As detailed in its demonstration video, the result, when slowed down, is a humorous slow-motion clip that puts a — sometimes literal — spin on selfies.

According to the filing, Apple hopes to trademark selfies as the word pertains to ‘downloadable computer software for use in capturing and recording video.’ Apple says the intent of the filing is to ensure it ‘has a bona fide intention, and is entitled, to use the mark in commerce on or in connection with the identified goods/services.’

As pointed out by The Verge, this likely ‘means this trademark seems to be more about preventing other companies from making slofie-branded camera apps than it is about limiting popular usage of this totally made-up word.’

According to the filing, Apple paid $400 for filing the trademark application.