{"id":39816,"date":"2022-07-20T12:00:00","date_gmt":"2022-07-20T16:00:00","guid":{"rendered":"https:\/\/www.iposgoode.ca\/?p=39816"},"modified":"2022-07-20T12:00:00","modified_gmt":"2022-07-20T16:00:00","slug":"third-time-unlucky-apple-loses-another-trademark-battle-to-swatch","status":"publish","type":"post","link":"https:\/\/www.yorku.ca\/osgoode\/iposgoode\/2022\/07\/20\/third-time-unlucky-apple-loses-another-trademark-battle-to-swatch\/","title":{"rendered":"Third Time Unlucky - Apple loses another trademark battle to Swatch"},"content":{"rendered":"\n<hr \/>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-39015 alignleft\" src=\"https:\/\/www.iposgoode.ca\/wp-content\/uploads\/2022\/02\/Pankhuri-Malik-min.jpg\" alt=\"\" width=\"75\" height=\"113\" \/><em>Pankhuri Malik is an IPilogue Writer, IP Innovation Clinic Fellow, and an LLM Candidate at Osgoode Hall Law School.<\/em><\/p>\n<hr \/>\n<p>On June 8, 2022, Apple took a hit to its trademark portfolio when it lost another trademark battle with Swatch, the famous Swiss watchmaker, before the General Court of the European Union. Through its <a href=\"https:\/\/curia.europa.eu\/juris\/documents.jsf?num=T-26\/21\">judgment<\/a>, the General Court upheld lower court decisions revoking Apple\u2019s rights in its THINK DIFFERENT trademarks.<\/p>\n<p><strong>Apple v Swatch 3.0?<\/strong><\/p>\n<p>This case is not the first time Apple has lost in court to Swatch. In 2016, Swatch <a href=\"https:\/\/www.ipo.gov.uk\/t-challenge-decision-results\/o30716.pdf\">successfully opposed<\/a> Apple\u2019s trademark application for the mark \u201ciWatch\u201d before the UK Intellectual Property Office, forcing Apple to call its smartwatch \u201c<a href=\"https:\/\/www.bbc.com\/news\/technology-37350870\">Apple Watch.<\/a>\u201d<\/p>\n<p>Then in 2021, \u00a0a UK High Court permitted Swatch to seek trademark protection for Steve Job\u2019s famous phrase \u201cOne More Thing.\u201d The Court did not find evidence of <a href=\"https:\/\/www.natlawreview.com\/article\/just-one-more-thing-swatch-and-apple-to-fight-about\">bad faith<\/a> in Swatch\u2019s application, though it noted that Swatch had filed it only to <a href=\"https:\/\/www.businessinsider.com\/one-more-thing-apple-swatch-trademark-steve-jobs-judge-rules-2021-3\">annoy<\/a> Apple.<\/p>\n<p>Now, Apple has lost its third, or rather <a href=\"https:\/\/www.macrumors.com\/2019\/04\/02\/court-backs-swatch-apple-trademark-row\/\">fourth<\/a> trademark battle against Swatch.<\/p>\n<p><strong>Background<\/strong><\/p>\n<p>In 2016-2017, Apple and Swatch, <a href=\"https:\/\/www.marks-iplaw.jp\/think-different-vs-tick-different\/\">locked horns<\/a> regarding their \u201cThink Different\u201d and \u201cTick Different\u201d marks. In 2016, Swatch filed three applications before the European Union Intellectual Property Office (EUIPO) seeking revocation of Apple\u2019s \u201c<em>Think Different<\/em>\u201d marks on grounds of <a href=\"https:\/\/www.gov.uk\/government\/publications\/trade-marks-revocation\/revocation-non-use-proceedings\">non-use<\/a>. Then in 2017, Apple sued Swatch for trademark infringement against its mark \u201c<em>Tick Different<\/em>\u201d, an action it lost in 2019 before the Federal Administrative Court in Switzerland. Apple claimed that the mark was deceptively similar to its \u201cThink Different\u201d marks. But the court found that the marks were more dissimilar in the eyes of the average consumer.<\/p>\n<p>Now, the proceedings emanating from Swatch\u2019s revocation petitions have finally come to a head. In <a href=\"https:\/\/curia.europa.eu\/jcms\/upload\/docs\/application\/pdf\/2022-06\/cp220097en.pdf\">2018<\/a>, the Cancellation Division of the EUIPO revoked Apple\u2019s rights in its \u201c<em>Think Different\u201d <\/em>marks, a decision that was upheld by the Board of Appeal in November 2020. On <a href=\"https:\/\/curia.europa.eu\/jcms\/jcms\/p1_3799418\">June 08, 2022<\/a> the General Court of the European Union dismissed Apple\u2019s applications for review of the Fourth Board of Appeal\u2019s decision.<\/p>\n<p><strong>The Turning Point<\/strong><\/p>\n<p>The crux of the issue came down to evidence. Swatch filed the <a href=\"https:\/\/curia.europa.eu\/jcms\/upload\/docs\/application\/pdf\/2022-06\/cp220097en.pdf\">revocation<\/a> petitions on October 14, 2016, so Apple was required to present evidence showing \u201cgenuine use\u201d of the mark in the immediately preceding five years. <a href=\"https:\/\/curia.europa.eu\/jcms\/upload\/docs\/application\/pdf\/2022-06\/cp220097en.pdf\">\u201cGenuine use\u201d<\/a> of a mark can only be found when it has been used to distinguish the goods to identify their origin.<\/p>\n<p>In Apple\u2019s case, the mark \u201c<em>Think Different<\/em>\u201d was used extensively till 2002, when its use mostly faded with the launch of the MacBook. The court noted that the mark does not appear prominently on Apple\u2019s products nor does it draw consumer attention. The court also stated that <em>\u201cThink Different\u201d <\/em>had not been used to satisfy the essential function of a mark; in essence, to identify the origin of the goods.<\/p>\n<p>Apple was required to submit evidence corroborating its use in the five years immediately preceding Swatch\u2019s applications. The court noted, however, that Apple\u2019s evidence either does not show genuine use or falls <a href=\"https:\/\/curia.europa.eu\/jcms\/upload\/docs\/application\/pdf\/2022-06\/cp220097en.pdf\">outside the scope<\/a> of the five years.<\/p>\n<p><strong>What\u2019s next? <\/strong><\/p>\n<p>The decision effectively makes the mark \u201cThink Different\u201d fall in the public domain and is closely preceded by chatter about Apple\u2019s unethical trademark practices. While this battle between the companies seems to have ended, it will be interesting to see if they will oppose each other again.<\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":2140,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","footnotes":""},"categories":[3,60,62],"tags":[989,4572,72,4573,56],"class_list":["post-39816","post","type-post","status-publish","format-standard","hentry","category-blogs","category-ip","category-trademarks","tag-apple","tag-opposition","tag-pankhuri-malik","tag-swatch","tag-trademarks"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Third Time Unlucky - Apple loses another trademark battle to Swatch - IPOsgoode<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.yorku.ca\/osgoode\/iposgoode\/2022\/07\/20\/third-time-unlucky-apple-loses-another-trademark-battle-to-swatch\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Third Time Unlucky - 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