It's a little unnerving that large companies want control over some entire gTLDs. I wonder if Google will let iOS app developers have ".app" domains? I doubt it.
For example, here are some relevant portions from Google's applications for the .app gTLD:
(Note: Charleston Road Registry is a company wholly owned by Google.)
The proposed gTLD will provide Google with direct association to the term ʺapp,ʺ which is an abbreviation of ʺapplication.ʺ The mission of this gTLD, .app, is to provide a dedicated domain space in which Google and select members of its application developer network (“Network”) can enact second-level domains that relate to the offering of Google’s and its Network’s applications and application-specific content. Charleston Road Registry expects uses of the gTLD may include but are not limited to Chrome applications, web applications, Google App Engine applications, Android applications, and mobile applications on other platforms. The proposed gTLD will enhance consumer choice by providing new availability in the second-level domain space in which Google and its Network can deliver new content and offerings. It also creates new layers of organization on the Internet and signals the kind of content available in the domain.
Charleston Road Registry intends to operate the proposed gTLD as a closed registry with Google as the sole registrar and registrant. The goal of the proposed gTLD is to allow Google and its Network to manage the domain name space for their application offerings. The proposed gTLD will provide Google and its Network with the ability to customize domain and website name application offerings to signal to the general population of Internet users that .app websites are indeed managed by Google. The specialization goal of the proposed gTLD is to extend the Google brand and reputation to each .app second-level domain. This specialization provides a mechanism by which Google and its Network can easily link and manage their applications and related services. This specialization makes it clear to Internet users that this is the authoritative and designated space where they can find Google’s and its Network’s applications offered in association with the Google brand and accessible via differentiated and streamlined web addresses.
The proposed gTLD will provide Google and its Network with the ability to customize domain and website name application offerings to signal to the general population of Internet users that .app websites are indeed managed by Google. The specialization goal of the proposed gTLD is to extend the Google brand and reputation to each .app second-level domain. This specialization provides a mechanism by which Google and its Network can easily link and manage their applications and related services. This specialization makes it clear to Internet users that this is the authoritative and designated space where they can find Google’s and its Network’s applications offered in association with the Google brand and accessible via differentiated and streamlined web addresses.
So all .app domains would be Google branded? That hardly bodes well for "all mobile applications on other platforms".
For example, here are some relevant portions from Google's applications for the .app gTLD:
(Note: Charleston Road Registry is a company wholly owned by Google.)
The proposed gTLD will provide Google with direct association to the term ʺapp,ʺ which is an abbreviation of ʺapplication.ʺ The mission of this gTLD, .app, is to provide a dedicated domain space in which Google and select members of its application developer network (“Network”) can enact second-level domains that relate to the offering of Google’s and its Network’s applications and application-specific content. Charleston Road Registry expects uses of the gTLD may include but are not limited to Chrome applications, web applications, Google App Engine applications, Android applications, and mobile applications on other platforms. The proposed gTLD will enhance consumer choice by providing new availability in the second-level domain space in which Google and its Network can deliver new content and offerings. It also creates new layers of organization on the Internet and signals the kind of content available in the domain.
Charleston Road Registry intends to operate the proposed gTLD as a closed registry with Google as the sole registrar and registrant. The goal of the proposed gTLD is to allow Google and its Network to manage the domain name space for their application offerings. The proposed gTLD will provide Google and its Network with the ability to customize domain and website name application offerings to signal to the general population of Internet users that .app websites are indeed managed by Google. The specialization goal of the proposed gTLD is to extend the Google brand and reputation to each .app second-level domain. This specialization provides a mechanism by which Google and its Network can easily link and manage their applications and related services. This specialization makes it clear to Internet users that this is the authoritative and designated space where they can find Google’s and its Network’s applications offered in association with the Google brand and accessible via differentiated and streamlined web addresses.