Apple is trying to flex its legal muscles and global influence to obtain intellectual property rights over the depiction of the apple — that’s right, the fruit.
In Switzerland, Fruit Union Suisse uses a symbol of a red apple with a white cross—in other words, the Swiss national flag superimposed on an apple. The group has more than a hundred years of history and is now concerned that it may have to change its logo due to Apple’s insistence on branding the fruit.
Wired He points out that this is in fact not an isolated incident — rather, that Apple has made similar demands to intellectual property authorities around the world with varying degrees of success. Authorities in Japan, Turkey, Israel and Armenia have previously succumbed to the tech giant’s frankly unreasonable demands.
an apple a day…
According to Jamie Marethoz, director of Fruit Union Suisse, the union was not happy with the tech giant’s request, “because they’re not trying to protect their biting apple. Their goal here is really to own the rights to an actual apple, which, for us, is something that’s almost really global… It should be freely available to everyone.”
It’s true that the FUS logo actually lacks the distinctive “bite” taken from it, as seen in Apple’s own logo. Apple’s pursuit of intellectual property rights over something as universally public as an actual piece of fruit speaks volumes about the company’s sense of self-importance, and the assumption that because of it the Apple, one of the largest technology companies in the world, can simply bully government organizations into doing as they please.
These current efforts to secure a trademark in Switzerland date back to 2017, when Apple introduced application to the Swiss Institute of Intellectual Property requesting intellectual property rights for a realistic black and white depiction of a Granny Smith apple – in other words a very generic apple. The demand covered many uses such as electronic, digital and consumer goods. The request was denied but Apple released the appeal this year.