A few weeks ago, Apple lost a lawsuit to Swatch in Switzerland. The watchmaker launched a campaign entitled âTick differentâ; Apple didnât like it very much because it alludes to the famous slogan «Think Different», used in the 1990s. Now, Apple has accumulated yet another defeat for Swatch â this time in Australia.
As many of you may know, Apple used (and still does) in some of its product presentations the phrase âOne more thingâŠâ to present some novelty long awaited by the public. And the new defeat revolves around this phrase: the company wanted to prevent Swatch from using it in Australia; in parallel, he tried to register everything with the Australian Trademark Office. It didnât work: Apple lost, having to pay Swatchâs court costs.
According to the The Sydney Morning Herald, «The court agreed with Swatch that Apple never used the phrase in connection with any âprivateâ goods or services, only in presentations.»
Swatch argued that it used the phrase to market a set of watches inspired by «Film noir», claiming that the use was influenced by the television series âColumboâ â the seriesâs leading policeman used to say âOne more thingâŠâ.
via 9to5Mac