How can I protect my app name before it's taken?

Question

Or can it only be protected once published?
Basically I've got an original idea with a name that isn't used already on itunes.
Ideally I want to reserve the app name and do it before I finish production of the application.
Is a trademark my only option?

Answer 1

I actually prefer the term 'staged'.
Have you ever added an app via iTunes Connect?
If so, you may have noticed that some of the content and at least one of the images are required before you move thru to the next form.
Once you pick a name and keywords as an example, those can't be changed until you update, while some of the related info can be modified whenever you feel like it.
Have you noticed the provision to add a binary later? If you do the minimums that are required when adding, and check the box to upload the binary later and then save, you've just staged an app.
The idea is to take this step before you spend months developing an app so that you don't find out at the last minute that you suddenly have no choice but to change the name.
Once you have the name staged, you can be confident of using it after completing development, getting ready with any marketing etc. In some cases as one example, devs need the name early so that it can be put into print media that might take weeks or months to hit the shelves.