Apple bites Apfelkind

Feeding off the Apple brand?

Feeding off the Apple brand?

The owner of a small restaurant in Bonn, whose name translates as “apple child”, is facing legal action for using a logo that is apparently so similar to the Apple logo, there is a significant danger it could be “mistaken” for the global icon.

Does a hugely influential brand like Apple really need to bully this poor woman? Well I suppose their lawyers are only doing their job – if you go to a hairdresser, they’ll never tell you NOT to get your hair done. But her PR is in my humble opinion currently doing a better job, judging by coverage in the German press.

Given the sheer clout and recognition levels of Apple, do they honestly believe this logo could be confused with the IT icon? With a brand that huge? The bitten apple (a play on “bytes” thought up by Steve Jobs) looks NOTHING LIKE the logo on the right, surely? Do they think consumers are that thick?

This kindergarten spat reminds me of a Lacoste incident. They bit off more than they could chew and lost a court case against a dentist with a crocodile logo (see here). 

I imagine Apple will also be told to GET REAL by German judges. Perhaps it should focus instead on its core business, not cave in to over-cautious lawyers, even if they have a very important job to do – to protect brand equity.

Alex Woodruff

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