Apple cannot go back on the victory of Swatch TM in Europe

By Alex Baldwin (June 9, 2022, 5:37 p.m. BST) – Apple has failed to convince a European court to resuscitate trademarks for its “Think Different” marketing slogan as part of an international effort to prevent the Swiss watchmaker Swatch to register trademarks parodying the phrase.

The General Court of the European Union rejected on Wednesday Apple’s argument that the authorities were wrong to cancel the three marks for not having been sufficiently used in recent years.

The four-judge panel said Apple had “misinterpreted” the EU Intellectual Property Office’s 2020 ruling. Apple argued that the EUIPO had declared the marks to be ‘devoid’ of any distinctive character.” But the court pointed out that the office had in fact…

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