Apple now wants the rights to all depictions of real apples

It’s no surprise that Apple’s half-bitten logo has become synonymous with the company’s identity. However, in a recent development, Apple Inc. has entered into a trademark dispute with the Fruit Union Suisse, an association that represents Swiss fruit growers as it seeks to not only obtain the intellectual property rights to the iconic Apple logo but also aims to obtain exclusive rights to all depictions of real apples.

Apple wants the rights to all apple-shaped logos

The logo dispute first began in 2017 when Apple applied to the Swiss Institute of Intellectual Property (IPI) for intellectual property rights concerning a realistic black-and-white depiction of the Granny Smith apple—a widely recognized variety. After a prolonged process, the IPI granted partial rights, allowing the use of the logo on certain goods, particularly electronics. However, dissatisfied with this decision, Apple has now filed an appeal to acquire rights for all black-and-white apple depictions.

“We have difficulty comprehending Apple’s stance in this case because they are not solely seeking to protect their bitten apple. Their objective here is to establish ownership of the rights to an actual apple, which, in our view, is an almost universally recognized symbol… and should be free for everyone to use,” said Jimmy Mariethoz, the director of Fruit Union Suisse.

Not the first bizarre legal battle for Apple

While this new revelation might seem weird to some, it is not the first time that the company has engaged in such battles. However, Apple’s quest to control goes beyond just the logo as it has previously sued a meal-prepping app with a pear logo, a singer-songwriter named Frankie Pineapple, a German cycling route, stationery makers, and even a school district.

Despite solely applying for black-and-white apple depictions, intellectual property law expert Cyrill Rigamonti believes that this narrow scope could potentially grant Apple broad protection over the apple shape, enabling them to pursue infringements involving apples depicted in various colors.