A few weeks ago Apple lost a lawsuit to Swatch in your. The watchmaker aired a campaign entitled Tick different; Ma didn't like it very much because she alludes to the famous slogan Think different, used in the 1990s. Now Apple has racked up another defeat for Swatch this time in Australia.
As many may know, Apple has used (and still does) in some of its product presentations the phrase “One more thing” to present some much awaited news by the public. And the new defeat revolves around this phrase: the company wanted to stop Swatch from using it in Australia; At the same time, it tried to register everything with the Australian Trademark Office. It didn't work: Apple lost, having to pay Swatch's court costs.
According to the The Sydney Morning Herald"Justice has agreed with Swatch that Apple has never used the phrase in connection with any 'private' goods or services, only in presentations."
Swatch argued that it used the phrase to market a set of watches inspired by “Film noir”, further claiming that the use was influenced by the television series "Columbus" the protagonist police officer of the series used to say “One more thing”.