Embedding an antenna in the external body of a phone? Maybe not such a good idea. Hiding it behind the logo sounds a little more practical, and that's the idea Apple wrote up in a patent application dated June 17th, 2009, back before we knew antennas and gates could be so wickedly conjoined. That was also before we knew about the iPad, which seems to have one of these so-called "logo antennas" within it, as found when iFixit did their dirty thing. The same can be said for iMacs, which also have antennas peering through an apple-shaped hole to avoid any reception issues caused by an aluminum chassis. It looks to be a good solution, but not exactly a novel one. In roaming around the USPTO archives we found a similar 2003 patent from Dell also called "Logo Antenna," the big difference being that while Apple's logo forms a window for the antenna the logo in Dell's patent actually is the antenna.
AppleiMac 27-inch with Retina 5K display (late 2014)