Apple Is Taking On Apples in a Truly Weird Trademark Battle

What if, one fine day, your 100+-year-old apple gets challenged by another half-bitten apple? That’s exactly how you perceive an Apple of Discord. Not sure what’s going on here.

Don’t worry; we’ve got you covered!

What’s the ‘Apple’ about?

The Fruit Union Suisse is one of the oldest and largest fruit farmer’s organizations in Switzerland. The 111-year-old organization has a red apple with a small white cross as its logo, which has been its identity in the country market. However, the organization is now worried at the thought of changing its logo- all because the Swiss apples are being grabbed by another big Apple.

Apple, the popular Cupertino technology giant, has moved to the court to gain intellectual property rights over the incorporation of apples in company logos. The company producing tech gems like iPhone, MacBook, iPad, and iWatch is eyeing to gain legal rights over an actual Apple, irrespective of the creative differentiation.

Fruit Union Suisse’s Take

In an interview with Wired, the Union’s Director, Jimmy Mariéthoz said,

“We have a hard time understanding this because it’s not like they’re trying to protect their bitten apple.” He added, “Their objective here is really to own the rights to an actual apple, which, for us, is something that is really almost universal … that should be free for everyone to use.”

Mariéthoz, in his best concern, makes a remark the situation may create problems for the Fruit Union Suisse as it will not only hit their brand identity but add to their caution about the use of apples in their future projects. He said,

“We’re concerned that any visual representation of an apple — so anything that’s audiovisual or linked to new technologies or to media — could be potentially impacted. That would be a very, very big restriction for us. Theoretically, we could be entering slippery territory every time we advertise with an apple.”

Apple’s Past Trademark Battle 

It is not the first time that Apple has filed for a trademark right. The company’s been doing it aggressively for years. According to Tech Transparency Project (TTP), Apple filed 215 cases at the Trademark Trial and Appeal Board between January 2019 and December 2021.

While you may be wondering why Apple only goes after ‘a graphic apple’, the tech giant has tugged the brands with ‘apple’ in their names. TTP deduced that in more than two-thirds of the cases, Apple had targeted companies from all sectors – from medical services and plumbing to jewelry and stationery. Apropos of that, a stationery brand called Paperapple was recently targeted by Apple. The former, posing no threat to Apple’s business, is an organization that provides support to families of autistic children. The reports by TTP show that between 2019 and 2021, Apple holds the record for filing trademark oppositions, higher than the complaints registered by Microsoft, Amazon, Facebook, and Google combined.

Ah, how can we miss out on The Beatles vs Apple?

Apple fought a decade-long battle with the Beatles band’s music label-Apple Corps, which was resolved in 2007.

While Apple has won the war in most cases, there have been times the moves have hit back the company. In 2021, Apple lost $21 mn to Swiss Federal Railways after the latter claimed and showed that Apple had copied the design of the Swiss railway clock. Other than that, Apple had to delay its Apple Watch launch in Switzerland, where one of the watchmakers sued the former for using the already existing ‘Apple’ trademark.

Seems Apple loves the ‘Apple Discord’ business!

What’s Next?

With the case already in court and a decision not expected for another year, it’s the Fruit Union Suisse’s brand at risk. The unnecessary logo dispute has not only put the Union’s identity at stake but created future problems for the prolonged sustenance of the brand.

 “You know, Apple didn’t invent apples … We have been around for 111 years. And I think apples have been around for a few thousand more”,

said Mariéthoz conveying the chuckling remarks of one of the 8000 farmers that Fruit Union Suisse covers.