Patent activity and trends across Amazon, Apple, Facebook, Google and Microsoft

CB Insights software lets you predict, discuss and communicate emerging technology trends using data in ways that are beyond human cognition.
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www cbinsights Patent APPLICATION date device Google Microsoft screen
CB Insights software lets you predict, discuss and communicate emerging technology trends using data in ways that are beyond human cognition.
About Techcelerate Ventures

Tech Investment and Growth Advisory for Series A in the UK, operating in £150k to £5m investment market, working with #SaaS #FinTech #HealthTech #MarketPlaces and #PropTech companies.
www cbinsights Patent APPLICATION date device Google Microsoft screen
<p>THE 'BIG 5' PATENTS REPORT
Patent activity and trends across Amazon, Apple, Facebook, Google, 
and Microsoft
The technology market 
intelligence platform.
CB Insights software lets you predict, discuss and 
communicate emerging technology trends using data 
in ways that are beyond human cognition.
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Executive summary
Overall trends
Aggregate themes
Individual company analysis
Amazon
Apple
Facebook
Google
Microsoft
www.cbinsights.com
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TABLE OF CONTENTS
EXECUTIVE SUMMARY
www.cbinsights.com
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OVERALL PATENT ACTIVITY FROM BIG 5 COHORT ON 
THE RISE
Applications trend upwards: Collectively, these IP powerhouses 
have applied for more than 52,000 patents since 2009. Total 
applications have steadily risen as each company diversifies its 
research activities, with annual combined applications nearing 
10,000 in 2013.
Microsoft leads, Facebook lags: Microsoft has filed for the most 
patents, applying for over 16,800 since 2009, with second-place 
Google applying for more than 14,500. Apple was in 3rd and 
Amazon 4th, with Facebook lagging significantly behind.
Grants also rising: Although somewhat dependent on the USPTO 
approval process, annual grant publications for this cohort have 
also consistently grown. Google is now surpassing Microsoft for 
the top spot here in part thanks to the reversal of its anti-patent 
stance early in the decade.
INDIVIDUAL PATENTS REVEAL BROAD INTERESTS IN AI, 
AR/VR, AND VEHICLES
AI activity skyrockets: 2014 applications with AI-related keywords 
have already set an annual record, with more applications likely to 
be published. Microsoft leads with Google quickly rising in second, 
while Apple lags all of its peers thus far.
Facebook picking up: Although behind the other four in overall 
filings, its activity is on the rise and recently published applications 
reveal its efforts to automate the removal of objectionable content 
using machine learning.
Apple targets vehicles, wearables: Apple came in second behind 
Google in our keyword analysis of vehicle-related tech. Individual 
filings point to research in autonomous vehicles and AR/VR.
Amazon broadens activities: The e-commerce company has 
moved from consumer devices like e-book readers and tablets to 
drones, cybersecurity, and potentially tech to support its Go stores.
Overall Trends
PATENT APPLICATIONS & GRANTS
www.cbinsights.com
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Amazon, Apple, Facebook, Google, and 
Microsoft have applied for over
52,000+ PATENTS
since 2009
www.cbinsights.com
7
356551027031945798049230614022212009
2010
2011
2012
2013
2014
2015
2016
Total applications (AAPL, AMZN, FB, GOOG, MSFT)
to date
PATENT APPLICATIONS 
MARCH UPWARD
Collective patent 
applications from these 
technology giants has 
consistently risen on an 
annual basis, as each 
company broadens the 
scope of its research 
activities.
Combined applications 
neared 10,000 in 2013; 
more recent years may 
exceed that threshold as 
more patents are 
published.
www.cbinsights.com
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OVERALL PATENT APPLICATION ACTIVITY
By date of application, 2009 - 2016 YTD (12/12/16)
245
535
659
954
1073
988
517
215
994
1378
1497
2391
2097
2468
1917
678
40
100
211
461
432
660
420
184
556
792
2165
3355
3371
2403
1365
589
1730
2297
2499
2296
2831
2711
1921
555
2009
2010
2011
2012
2013
2014
2015
2016
Amazon
Apple
Facebook
Google
Microsoft
to date
MSFT, GOOG, AAPL
AMONG MOST ACTIVE
Microsoft began the 
decade with the most 
patent applications by a 
wide margin, but patent 
applications from Google 
and Apple have 
skyrocketed since.
Google's activity 
dramatically increased 
from 2011-2013 as the 
company reversed its 
early anti-patent bias.
www.cbinsights.com
9
PATENT APPLICATION ACTIVITY BY COMPANY
By date of application, 2009 - 2016 YTD (12/12/16)
16,840
14,596
13,420
5,186
2,508
By date of application, 2009  2016 YTD (12/12/16)
CUMULATIVE APPLICATIONS BY COMPANY
www.cbinsights.com
10
3769444837685500751990139679105492009
2010
2011
2012
2013
2014
2015
2016 YTD
Total grants published (AAPL, AMZN, FB, GOOG, MSFT)
GRANT COUNT RISE 
REFLECTS APPLICATION 
UPTICK 
The growing number of 
patents applications from 
this cohort is beginning to 
surface in publication of 
granted patents figures 
as well.
Total grants published for 
the group has topped 
10,000 for the first time in 
2016 to date.
www.cbinsights.com
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OVERALL PATENT GRANT ACTIVITY
By date of grant publication, 2010 - 2016 YTD (12/12/16)
65
139
193
306
550
757
1153
1635
399
721
805
1290
1951
2184
2130
2414
7
8
50
130
291
387
432
146
277
415
1060
1852
2638
3307
3248
3159
3304
2347
2794
3036
3143
2702
2820
2009
2010
2011
2012
2013
2014
2015
2016 YTD
Amazon
Apple
Facebook
Google
Microsoft
GOOGLE TAKES THE 
LEAD IN GRANTS 
PUBLISHED
Google's flurry of early-to 
mid-decade application 
activity has led it to top 
Microsoft in grants 
published from 2015 on.
With the exception of 
Microsoft, patent 
publications are trending 
upward across our big 5 
cohort.
www.cbinsights.com
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GRANT PUBLICATION ACTIVITY BY COMPANY
By date of grant publication, 2010 - 2016 YTD (12/12/16)
Aggregate themes
EXPLORING TRENDING TECH AREAS
www.cbinsights.com
13
16
21
18
25
21
70
27
6
2
2
14
17
41
25
39
16
4
3
11
18
4
1
4
3
1
15
7
6
5
6
3
1
2009
2010
2011
2012
2013
2014
2015
2016
Microsoft
Google
Amazon
Facebook
Apple
MICROSOFT, GOOGLE 
DOMINATE AI PATENTS
Activity has sharply 
increased in the key 
battleground of AI and 
machine learning 
technologies.
Microsoft leads the pack 
with over 200 related 
patent applications since 
2009, while Google 
comes in second with 
over 150. Apple, criticized 
for being slow to the draw 
in this field, comes in last.
www.cbinsights.com
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ARTIFICIAL INTELLIGENCE PATENT APPLICATION ACTIVITY
By date of application, 2009 - 2016 YTD (12/12/16)
Analysis filters patent titles and abstracts for select relevant keywords, e.g. machine learning, deep learning, neural network, etc.
Does not include pre-acquisition patent activity of purchased companies (e.g. DeepMind with Google)
to date
1
9
22
87
81
101
36
28
4
1
3
12
15
9
13
8
7
4
10
12
5
12
7
6
2
2
1
4
12
8
3
2009
2010
2011
2012
2013
2014
2015
2016
Google
Apple
Microsoft
Amazon
GOOGLE APPLYING FOR 
HUNDREDS OF VEHICLE 
PATENTS
With the Google Self-
Driving Car Project 
(recently launched as 
Waymo) long in gestation, 
it's not surprising that 
Google holds the crown.
Apple comes in second, 
while Amazon has also 
applied for a handful of 
patents related to 
automated delivery 
drones and warehouse 
vehicles.
www.cbinsights.com
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VEHICLE TECH PATENT APPLICATION ACTIVITY
By date of application, 2009 - 2016 YTD (12/12/16)
Analysis filters patent titles and abstracts for select relevant keywords, e.g. autonomous driving, self-driving vehicle, etc.
Does not include pre-acquisition patent activity of purchased companies
to date
6
8
17
33
23
22
19
13
4
7
9
6
4
9
6
4
5
7
4
5
2
2
2
1
4
1
2
2009
2010
2011
2012
2013
2014
2015
2016
Microsoft
Google
Amazon
Apple
MICROSOFT ALSO 
TOPS AR/VR ACTIVITY
Thus far, patent 
submission activity for 
AR/VR and related tech 
peaked in 2012.
Microsoft again leads the 
way, driven by the 
development of the mixed 
reality HoloLens. 
Microsoft also has 
number of patents related 
to its Kinect motion 
sensing and gaming 
devices, which HoloLens 
traces its lineage to.
www.cbinsights.com
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AR/VR PATENT APPLICATION ACTIVITY
By date of application, 2009 - 2016 YTD (12/12/16)
Analysis filters patent titles and abstracts for select relevant keywords, e.g. augmented reality, virtual reality, eye tracking, etc.
Does not include pre-acquisition patent activity of purchased companies (e.g. Oculus with Facebook)
to date
Individual company analysis
AREAS OF INTEREST & PATENTS OF NOTE
www.cbinsights.com
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www.cbinsights.com
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Amazon
24553565995410739885172152009
2010
2011
2012
2013
2014
2015
2016
Total applications
to date
AMAZON RISING 
CONSISTENTLY FROM 
2009 ON
The Seattle giant's patent 
activity has rocketed as it 
pushes beyond core e-
commerce into cloud 
services, hardware, B&M
retail, and so on.
Amazon's annual patent 
applications more than 
quadrupled from 2009 to 
2013.
www.cbinsights.com
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AMAZON PATENT APPLICATION ACTIVITY
By date of application, 2009 - 2016 YTD (12/12/16)
AMAZON'S INTERESTS 
BROADEN BEYOND
Amazon's top keywords 
represent a shift in focus 
from core e-commerce 
competencies like product 
recommendation to 
developing its Kindle line 
and other consumer 
devices (red) as well as 
delivery drones (orange).
As AWS has risen in 
prominence, the frequency 
of cybersecurity keywords 
has also spiked (light 
blue).
www.cbinsights.com
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AMAZON TOP PHRASES BY SIGNIFICANCE
By date of application, 2009 - 2016 YTD (12/12/16)
2009
2010
2011
2012
2013
2014
2015
2016
electronic reader
resource
resource
resource
resource
inventory
resource
resource
computer 
network
node
client
client
provider
resource
client
authentication
reader device
user device
network page
image
image
image
provider
virtual machine
phrase
various 
embodiment
provider
provider
client
electronic device
computer 
network
provider
reader
client
various 
embodiment
user device
node
tablet
various 
embodiment
client
node
provider
image
component
inventory
fluid
instance
policy
network site
virtual machine electronic device
various 
embodiment
instance
instance
inventory
various 
embodiment
client
network page
user device
recommendation
server
provider
unmanned 
vehicle
computer 
network
virtual computer recommendation
instance
environment
computing
palette
node
replica
adapter
book
inventory
inventory
various 
embodiment
holder
container
service provider
server
electronic book
server
server
environment
client
configuration
execution
environment
instance
digital work
power
object
container
component
computing
resource
delivery
content item
element
control
virtual machine
bin
cryptographic 
key
delivery
catalog
host
object
computer 
system
color palette
vehicle
instance
ISOLATING SPECIFIC 
USERS
This filing relates to the 
identification of a specific 
user in a crowd by 
comparing a physiological 
conditions across 
individuals (e.g. heart rate).
This patent describes a 
device use case, but 
similar technology could 
hypothetically be 
employed to track 
shoppers in Amazon's 
recently-announced, highly 
automated Go stores.
www.cbinsights.com
21
AMAZON PATENTS OF INTEREST
Example 1: "Detecting the primary user of a device"
Application date: 6/7/2015
Publication date: 12/8/2016
AUTOMATING 
SHOPPING PROCESSES
Regarding Amazon Go, the 
company also applied for a 
patent describing the 
identification and tracking 
of user-picked items from 
a "materials handling 
facility."
Interpreted in the context 
of Amazon Go, this 
research could be used to 
track each shopper's 
shopping cart in an 
automated store.
www.cbinsights.com
22
AMAZON PATENTS OF INTEREST
Example 2: "Transitioning items from a materials handling facility "
Application date: 9/24/2014
Publication date: 1/8/2015
WAREHOUSING 
AUTOMATION ALSO A 
FOCUS
Amazon is known for its 
drive to maximize efficiency 
in its warehouses and 
fulfillment centers, often 
leveraging automation (e.g. 
with its acquisition of Kiva 
Systems).
The company has applied 
for a number of robotic 
packaging and inventory 
management systems.
www.cbinsights.com
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AMAZON PATENTS OF INTEREST
Application date: 12/16/2014
Publication date: 6/16/2016
Example 3: "Generating robotic grasping instructions for inventory items "
www.cbinsights.com
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Apple
9941378149723912097246819176782009
2010
2011
2012
2013
2014
2015
2016
Total applications
to date
APPLE'S 
APPLICATIONS RISING 
AFTER DIP IN 2013
Cupertino's annual 
application count fell in 
2013 but seems poised to 
resume an upward trend 
as the company 
continues pushing into 
new fields such as 
wearables and vehicles.
www.cbinsights.com
25
APPLE PATENT APPLICATION ACTIVITY
By date of application, 2009 - 2016 YTD (12/12/16)
APPLE WEARABLE 
PUSH EVIDENT
Many of Apple's top 
phrases reflect its core 
device and hardware 
businesses.
However, more recent 
years reveal Apple's 
emphasis on wearable 
development (orange), 
especially as the Apple 
Watch has come to 
market.
www.cbinsights.com
26
APPLE TOP PHRASES BY SIGNIFICANCE
By date of application, 2009 - 2016 YTD (12/12/16)
2009
2010
2011
2012
2013
2014
2015
2016
electronic 
device
electronic 
device
electronic 
device
electronic 
device
electronic 
device
electronic 
device
electronic 
device
electronic 
device
medium device display screen medium device display screen display screen graphical user wearable device
layer
portable 
computer
screen
packaging
screen
screen
display screen display screen
adapter
image
graphical user
memory
graphical user
graphical user
screen
screen
mobile device
connector
icon
image
image
connector
wearable device
band 
attachment
screen
dock insert
packaging
station
connector
housing
connector
graphical user
substrate
power
housing
keyboard
structure
layer
layer
attachment
housing
stand
cover
graphical user
cover
image
component
layer
wireless
circuit
station
connector
power
memory
housing
connector
cover
keyboard
power
circuit
circuit
thereof with 
icon
power
component
component
packaging
image
screen
thereof with 
icon
signal
circuit
structure
communication
dock
portable display display screen
adapter
circuit
packaging
power
circuit
APPLE'S VEHICLE 
RESEARCH
Though Apple has lagged 
somewhat in overall AI 
research, recent reports 
have detailed the 
expansion of its machine 
learning efforts.
Apple's long-rumored 
automotive project has 
said to have shifted focus 
from developing an actual 
vehicle to developing a 
self-driving system 
instead.
www.cbinsights.com
27
APPLE PATENTS OF INTEREST
Example 1: "Collision avoidance of arbitrary polygonal obstacles"
Application date: 6/7/2015
Publication date: 12/8/2016
INDOOR NAVIGATION 
FOR POTENTIAL AR/VR
USE CASES
Another recently 
published Apple patent 
involves precisely 
mapping and navigation 
indoor environments.
As the patent's 
description notes, such 
capabilities would be 
useful not just for 
smartphones, but also 
"smart glasses and other 
devices."
www.cbinsights.com
28
APPLE PATENTS OF INTEREST
Example 2: "Visual-based inertial navigation"
Application date: 8/12/2016
Publication date: 12/1/2016
www.cbinsights.com
29
Facebook
401002114614326604201842009
2010
2011
2012
2013
2014
2015
2016
Total applications
to date
FACEBOOK PATENT 
ACTIVITY BEGINNING 
TO PICK UP
Of this cohort, Facebook 
is notably less active from 
an intellectual property 
standpoint.
However, it has recently 
begun to submit more 
applications, with its 2014 
applications already 
marking an annual record, 
even with more patents 
(likely) awaiting 
publication.
www.cbinsights.com
30
FACEBOOK PATENT APPLICATION ACTIVITY
By date of application, 2009 - 2016 YTD (12/12/16)
TACKLING SUSPECT 
CONTENT: FAKE NEWS?
Since the 2016 US 
presidential election, 
Facebook has faced 
increasing criticism for 
"fake news" on it platform.
Recently published 
patents reveal efforts to 
leverage machine learning 
to automate the flagging 
and removal of 
objectionable content 
dating back to 2015.
www.cbinsights.com
31
FACEBOOK PATENTS OF INTEREST
Example 1: "Systems and methods to identify objectionable content"
Application date: 6/1/2015
Publication date: 12/1/2016
OCULUS FORGING 
AHEAD
Oculus' VR patents are 
still filed under the 
Facebook subsidiary itself 
rather than the corporate 
parent.
A number of recently 
published documents 
reveal work in hand-held 
VR controllers, likely for 
the development of 
Oculus' just-launched 
Touch controllers.
www.cbinsights.com
32
FACEBOOK PATENTS OF INTEREST
Example 2: "Hand-held controllers for virtual reality system"
Application date: 6/3/2015
Publication date: 12/8/2016
www.cbinsights.com
33
Google
556792216533553371240313655892009
2010
2011
2012
2013
2014
2015
2016
Total applications
to date
GOOGLE BECOMES IP
POWERHOUSE
Google executives (up to 
Larry Page and Sergey 
Brin) were once infamous 
for opposing excessive 
patenting as a threat to 
innovation.
However, as the threat of 
smartphone litigation 
intensified in the early 
2010s, Google began 
applying for patents at a 
blistering pace.
www.cbinsights.com
34
GOOGLE PATENT APPLICATION ACTIVITY
By date of application, 2009 - 2016 YTD (12/12/16)
2009
2010
2011
2012
2013
2014
2015
2016
image
document
search
image
image
image
display device
search
document
query
document
search
search
wearable 
display
image
image
search
search
query
document
query
vehicle
search
vehicle
query
image
image
query
content item
display device
query
balloon
score
server
server
server
document
search
glass
query
server
score
client
wearable 
display
computing 
device
content item
graphical user
content item
program
program
program
computing 
device
vehicle
computer icon
content item
notification
client
client
web
content item
computing
message
vehicle
graphical user
computer 
program
computer 
program
mobile device
score
score
document
computing 
device
computing 
device
communication
message
object
vehicle
mobile device
computing 
device
computing
user device
content item
resource
value
client
graphical user
query
communication communication
advertisement
advertisement
computing
computing
server
display panel
screen
hotword
TOP GOOGLE 
KEYWORDS HIGHLIGHT 
X PROJECTS
Advertising (light blue) 
has fallen off the top 
keyword list as Mountain 
View seeks to diversify.
Highly visible are 
keywords related to X 
"moonshot" projects, 
including self-driving cars 
(red), Google Glass and 
wearables (orange), and 
Project Loon's internet 
delivery balloons (blue).
www.cbinsights.com
35
GOOGLE TOP PHRASES BY SIGNIFICANCE
By date of application, 2009 - 2016 YTD (12/12/16)
SELF-DRIVING CAR 
PROJECT MATURING
Google's Self-Driving Car 
Project has "graduated" 
from beta and become 
the new full-fledged 
Alphabet company 
Waymo.
This just-published 
application describes the 
mechanisms to both 
initiate a ride and trigger 
an emergency stop, either 
through input buttons in 
an autonomous car or 
other devices.
www.cbinsights.com
36
GOOGLE PATENTS OF INTEREST
Example 1: "Autonomous vehicles"
Application date: 6/8/2016
Publication date: 12/1/2016
AR/VR RESEARCH 
REMAINS STRONG AS 
WELL
Despite the failure of 
Google Glass to generate 
significant traction, the 
company's patent outputs 
reflect the various 
augmented and virtual 
reality projects that it is 
still pushing forward.
www.cbinsights.com
37
GOOGLE PATENTS OF INTEREST
Example 2: "See-through eyepiece for head wearable display"
Application date: 8/17/2016
Publication date: 12/8/2016
www.cbinsights.com
38
Microsoft
17302297249922962831271119215552009
2010
2011
2012
2013
2014
2015
2016
Total applications
to date
MICROSOFT HOLDING 
STEADY
Out of this tech cohort, 
Microsoft's patent 
application totals have 
been the least volatile.
Despite a corporate 
restructuring in 2013 and 
an executive transition in 
2014, the company's 
overall research activity 
has remained strong.
www.cbinsights.com
39
MICROSOFT PATENT APPLICATION ACTIVITY
By date of application, 2009 - 2016 YTD (12/12/16)
NEW MICROSOFT 
HARDWARE COMES 
INTO FOCUS
Microsoft's patent 
keywords provide an early 
glimpse into the 
development of the 
Surface tablet lines 
(orange).
The "headset" and "visor" 
patents (light blue) 
highlight the ramp-up of 
Microsoft's efforts in the 
AR/VR space seen earlier, 
specifically its HoloLens 
headset.
www.cbinsights.com
40
MICROSOFT TOP PHRASES BY SIGNIFICANCE
By date of application, 2009 - 2016 YTD (12/12/16)
2009
2010
2011
2012
2013
2014
2015
2016
display screen display screen display screen display screen display screen display screen display screen
message
screen
screen
screen
screen
screen
screen
screen
communication
icon
icon
graphical user
graphical user
graphical user
graphical user
graphical user
component
image
image
icon
screen with 
icon
screen with 
icon
handset
controller
document
keyboard
electronic 
mouse
screen with 
icon
icon
icon
image
screen with 
icon
server
object
document
image
image
handset
document
icon
environment
avatar
query
object
electronic 
camera
image
screen with 
icon
headset
query
component
search
query
object
search
communication
visor
object
client
electronic 
camera
search
electronic 
mouse
type font
client
document
file
server
mouse
electronic 
mouse
search
headset
icon
client
computing
file
message
server
input device
electronic 
tablet
environment
communication
peer
gesture
resource
controller
document
client
computing
element
computing 
device
player
component
headset
electronic 
tablet
document
resource
message
resource
resource
value
resource
environment
controller
module
headset with 
visor
gesture
MICROSOFT CONTINUES 
NATURAL LANGUAGE 
WORK
One new patent 
application details 
Redmond's efforts to 
facilitate natural language 
conversations by 
personalizing virtual 
assistant responses.
This would bolster 
Microsoft's Cortana 
assistant and potentially 
chatbots for its 
productivity software.
www.cbinsights.com
41
MICROSOFT PATENTS OF INTEREST
Example 1: "Crafting feedback dialogue with a virtual assistant"
Application date: 5/20/2016
Publication date: 11/24/2016
WEARABLES STILL ON 
THE RADAR
Microsoft may still be 
interested in wearables 
and smartwatches despite 
the discontinuation of its 
Band fitness wearable, as 
the company recently filed 
a patent detailing a new 
wearable device and 
corresponding dock.
www.cbinsights.com
42
MICROSOFT PATENTS OF INTEREST
Example 2: "Wearable personal information system"
Application date: 7/11/2016
Publication date: 11/3/2016
A word on the nature of patents analysis
www.cbinsights.com
43
The patent filing and grant process involves several key dates 
with significant time lags in between (see the graphic to the right).
After an application is submitted, there is a delay before it is 
published. This lag is typically 12-18 months but can range from 
several months to over two years.
The delay before the publication of granted (approved) patents is 
even more variable; occasionally decades can pass before grants 
are published.
Applications and grants cannot be captured for analysis until they 
are published, so these time lags are important to keep in mind.
Note: Our analysis focuses on patents filed or granted directly under each company's 
name, although this may still include a small number of patents from acquired 
companies attributed to their parent.
Application filed
(Application date)
Application published
(App publication date)
Grant published
(Grant publication date)
typically 12-18 months
typically several years, 
but can take decades 
TYPICAL PATENT PROCESS
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