The Next Web reports that Canon is the first company to pursue a top-level domain under its own name. Canon will file for the .canon name.
The company said today that it "has made the official decision to begin necessary procedures to acquire 'dot-canon' upon the introduction of the new system."
Until today's announcement by Canon, no large brand had revealed plans to apply for their own new top-level domain. Now with Canon's announcement, we can expect to see this more.
The cost for a company to obtain its own TLD is significant to say the least. The Next Web says the cost is $500,000 plus recurring fees in the "tens of thousands." It probably isn't going to be a very attractive option for companies that have lengthy names.
The Next Web 
