Now that .APP is rolling out I thought I'd share a little of our position in .APP domains. I'd love to know what others are doing. We budgeted just shy of $100k for .APP domain registrations. Several we've already acquired and several we've missed. I'll update our pickups as I can without giving away our position. So far I will share that we picked up: Wedding.app Trademark Claim I do have a domain that we registered that has to pass their trademark claim process... it is very generic, not sure who decided to try to call it a trademark, we shall see. Our Why To sum it up, Google is our why. I became a domainer back in 2000, when the domain really mattered in SEO. My hunch is that Google won't be able to resist giving some type of preference to quality .APP domain. Even a small advantage in the SERs or even the Play App Search results, make generic .APP domains valuable.