[throwaway76543]

The term you're looking for is "Fictitious Business Name," or "Trade Name."

Generally, the legal ramifications are a requirement to register the name and pay a small fee. In Santa Clara it costs $40 to register a fictitious business name with the county and the registration is good for five years: https://www.sccgov.org/sites/rec/Fictitious%20Business%20Nam...

It's really not a big deal.

[avaer]

Thank you, that's a pleasant surprise! Cheap and painless enough that it makes me want to try my hand at an ARG with fake corporations.

[ryanbertrand]

I thought Apple does not allow DBA entities? Don't you need to have a DUNS number to create an account these days? (It's been two years since I made one)