Google is reportedly pulling virtual reality apps from its Google Play Store for featuring 'cardboard' in their titles.
The company behind Android is famous for taking a much more hands-off approach to policing its mobile app store than Apple. However, a new report suggests that it's taking a much tougher approach when it comes to VR.
According to Variety, Google has removed a number of apps over their use of the word 'cardboard.'
Cardboard, of course, is Google's own cheap and cheerful VR system, which involves slotting a smartphone into a flatpack VR headset. It's been viewed as a fun little experiment in the past, and was even seen as a bit of a joke at the time of its release in 2014. Google clearly isn't laughing any more, though.
The report claims that Cardboard VNC, Cardboard Theater and Cardboard Catapult are among the apps to have trodden on Google's trademark toes.
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The fact that Cardboard Theater has since been renamed VR Theater for Cardboard after the developer received feedback from Google says a lot. It suggests that Google isn't bothered with the use of 'cardboard' in app titles as such, so long as the distinction is made that it's for the VR system rather than a part of it.
There's a chance that Google could start going after Cardboard headset makers who are abusing the cardboard trademark in similar ways.
Next, find out if Samsung VR is the future: