The article doesn't really comment on why Apple would actually want to trademark the word 'startup'. As far as I know it isn't used as part of their marketing anywhere. Can anybody here offer some insight?
The trademark application shown in the article offers a hint. The categories listed include "retail store services", "maintenance, installation and repair of computer hardware", "technical support services".
It sounds like Startup will be a service offered in Apple retail stores, similar to the Genius Bar.
It's not clear yet what the trademark is for, but you generally don't need a product or service on the market for a trademark application to go through, just an intent to use it. TUAW speculates that the trademark is for some as-yet-unannounced retail program: http://www.tuaw.com/2011/04/24/apple-files-trademark-for-sta...
I was in the Apple store in Amsterdam earlier this summer and saw a large sign saying "STARTUP" on one wall. At first I was confused, thinking of startup companies, but then I realised it seemed more like a place where they help people get started with their new devices.
It sounds like Startup will be a service offered in Apple retail stores, similar to the Genius Bar.