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"The take-away here is that there's now a broad movement among leading brands, as well as the biggest companies in the world, toward these simple, yet powerful, branding tools called new domain extensions," explains Taryn Naidu, Rightside's CEO. "This is just the start, but Apple.NEWS is the most significant use of a new top-level domain (TLD) yet, and I am very excited at the promise and potential that this development signals. Whether they're used as a complementary domain, content-sharing links (no_url_shorteners, but with branding) or a simple re-direct, new domain extensions have a real and important place in every company's overarching brand strategy today."