Apple paranoid over logo

[Derrick]

It seems that as far as the Steve Jobs’ Apple brigade of lawyers is concerned, any use of a logo that bears a resemblance to something shaped like an Apple, is a serious threat to their company. The latest malcontent for the electronics powerhouse comes in the form of a marketing campaign by the Australian arm of the Woolworths supermarket chain.

The store recently decided to change its logo, which is now a stylised ‘W’ that does in fact resemble the shape of an apple. Woolworths claims that this is to represent the fresh food that the stores sell. However, in an application to the Australian federal institution which governs trademarks, IP Australia, Woolworths has applied for blanket trademark, which would entitle them to place their new logo on any goods they wish to sell. “While we can’t rule [computers, musical players, or other devices] out, we haven’t got any plans at the moment,” said a Woolworths spokesman.

That seems to be enough for Apple to challenge the trademark with IP Australia. Apple has a long history of going after any company using an Apple logo. They have previously challenged New York City over their use of a green apple logo in a “GreenNYC” campaign to reduce greenhouse gasses. In another instance, Apple challenged a Canadian technology training school for their use of an Apple shaped logo.

These challenges are usually on the grounds that it would create confusion among consumers who are expecting Apple products when they see anything shaped like an apple. Although one could be facetious and suggest that on these grounds Apple considers consumers to be nothing more than mindless drones who march deliriously towards anything Apple shaped in a misguided attempt to buy an iPod; that might not be entirely fair.

Speaking to TheAge trademark lawyer Trevor Choy said that it is common for Apple to pursue such cases, although less than 5% ever reach the courts. “They are just covering any eventualities,” he said.