Apple Bites Into Trademark Battle ... Over The Humble Fruit Itself

Apple Inc. AAPL has raised eyebrows by attempting to secure intellectual property rights over depictions of the apple fruit itself. This peculiar move highlights the increasing obsession of corporations with intellectual property rights (IPRs) as they strive to gain a competitive edge.

What Happened: According to a report by Wired, the Fruit Union Suisse, a revered 111-year-old institution in Switzerland, may be forced to relinquish its logo — a red apple adorned with a white cross. Apple’s intention is not merely to protect its iconic “bitten apple” logo, but rather to assert rights over the very depiction of an apple as a fruit.

Jimmy Mariethoz, the director of the Fruit Union Suisse, expressed his concerns, stating, “This is something that is really almost universal… that should be free for everyone to use.” The organization firmly believes that the imagery of an apple should be accessible to all, rather than monopolized by a single entity.

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Back in 2017, Apple initially applied with the Swiss Institute of Intellectual Property to secure a trademark for an image of an apple. The submission specifically featured a realistic black-and-white depiction of the Granny Smith variety.

The application covered a wide range of potential uses, encompassing electronic, digital, and audiovisual consumer goods. While the IPR was granted partially, considering that generic images of common goods belong to the public domain, Apple has filed an appeal to expand its claim.

Why It Matters: Mariethoz voiced his concerns over the potential consequences, saying, “We’re concerned that any visual representation of an apple—whether it’s audiovisual, linked to new technologies, or media—could be potentially impacted. That would be a very, very significant restriction for us.”

He further said that even simple acts of advertising featuring an apple could now venture into uncertain territory due to this dispute.

Apple’s ambitious pursuit of intellectual property rights over the depiction of an apple raises questions about the boundaries of ownership and the impact it may have on organizations like the Fruit Union Suisse. 

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