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Google’s .app gTLD beats .porn to biggest sunrise yet

The sunrise period for Google Registry’s .app gTLD closed today and it looks like it might be the biggest sunrise of the 2012 round to date.

.app had 3,068 domains in its zone file this morning.

While not all will be sunrise registrations, it seems very likely that the new domain has comfortably beaten the previous sunrise record, which according to ICANN records was 2,091, set by ICM Registry’s .porn back in 2015.

One might imagine that the proportion of purely defensive registrations in .app is smaller than .porn; there are already a couple dozen live .app sites indexed by Google.

The median number of sunrise registrations for a new gTLD launch is 77, according to ICANN records.

The .app zone file today is a mash of big app brands such as Uber and Instagram, among a strong showing from software vendors and other industries such as banking and retail.

There are also plenty of entries that can only be defensive, the names of celebrities such as Taylor Swift and Miley Cyrus, and a bunch of dictionary-word domains that look like clear cases of Trademark Clearinghouse gaming.

Now that sunrise is done, .app has entered an Early Access Period modeled on the original Donuts EAP. It lasts seven days and sees the price of retail registration fall from well over $10,000 today to a couple hundred bucks a week from now.

After the EAP is over, retail prices will settle around the $20 mark on May 8.

Google paid $25 million for .app at an ICANN auction, a record at the time since beaten by still-contested .web.

Google’s $25 million .app domain finally has a launch date

One of the questions I get asked fairly regularly is “When is .app coming out?”, but until today I haven’t had a good answer.

Now I do. Google has finally released its launch timeline for the could-be-popular new gTLD.

.app will go to sunrise March 29, the company said last week.

Trademark holder exclusivity will end May 1, at which point a week-long Early Access Period will kick in.

There will be an extra fee, so far undisclosed, for EAP buyers.

Finally, on May 8, everyone will get access to the domain as it goes into general availability.

Registry pricing has not been disclosed.

Unusually for a new gTLD, Google plans to keep its Trademark Claims service — which notifies registrants and trademark owners when there’s a potential trademark infringement — open indefinitely, as opposed to the minimum 90-day period.

.app was delegated in early July 2015, so it’s been a loooong wait for people interested in the space.

Google paid $25 million for .app at an ICANN public auction in February 2015. At the time, that was a record-breaking price for a gTLD, but it’s since between dwarfed by the $135 million Verisign is paying for .web.

Google also said that it’s currently working on a launch plan for .dev, another gTLD that folk have been asking about, but that for now it’s focused on .app alone.