How I wish it was what it seemed.
Apple lost the appeal to the name "iPhone" for (if I remember correctly) telecommunications services, but they hold the "iPhone" trademark for phones, or mobile devices, or something. So they can still use the name "iPhone", but they can't run a telecommunications service under that name.
There are multiple classes of trademarks, so a company who sells "fruit" can trademark and run under "Apple Fruit & Veg" while a computer company can trademark and run under "Apple Fruity Toys" as well, and everyone is happy and can get along famously.
So unless you trademark a name in all 45 classes (which you are entitled to do, but you have to pay for each TM) someone can come along and call themselves "VinceH Sex and Relaxation Services". Unless you have trademarked that class, VinceH?