More processes, my friends. This time the battle between Apple and Swatch, the manufacturer of quartz watches. And anyone who thinks that this new dispute involves some future technology, a resource like that or something like that is wrong. No, the fight comes down to the slogan ?Tick different?, which has been used by Swatch recently.
If you?re an Apple user for some good years, you?ll remember the famous campaign "Think Different". Well, you don't have to be a genius to connect the dots and realize that Apple was not happy with this new slogan that Swatch adopted and decided to formally complain to the Federal Administrative Court, as informed by the Watson (Google translator). To be served, however, Ma needs to prove that at least 50% of consumers associate the slogan "Think Different" with the Apple brand. Represented by Lenz & Staehelin, the Cupertino firm has also unsuccessfully tried to complain to the Swiss Federal Institute of Intellectual Property.
Swatch CEO Nick Hayek said that any similarity between the slogans "is a simple coincidence", since the idea of ?Tick different? is based on the 1980s campaign of the brand, which had the slogan ?Always different, always new? ("Always different, always new").
To further complicate matters, in 2015 Swatch applied for registration in the United States of the slogan ?Tick different?, which was approved in 2016; in Sua, the company also holds the record.
For now, Swatch has been using the slogan to promote the Bellamy watch, which has NFC connectivity and can be used to make mobile payments (in partnership with Visa).
This is not the first time that Apple and Swatch peck; before the official presentation of the Apple Watch, rumors said that the gadget would be called "iWatch". Swatch was totally against this idea (including publicly and legally speaking), since it marketed a watch called iSwatch.
We'll see what will happen