Apple loses legal battle with Swatch over the use of “one more thing” phrase

Apple loses legal battle with Swatch over the use of “one more thing” phrase
Apple and Swatch have crossed swords a few times in the last couple of months, but in different countries. Early this month, Apple lost the first legal battle against the Swiss watchmaker when a court in Switzerland said it's quite fine for Swatch to use the “Tick different” slogan on its watches, despite the strong resemblance to Apple's “Think different” slogan.

Apple loses legal battle with Swatch over the use of “one more thing” phrase
Today, The Sydney Morning Herald reports Apple lost another battle in the court against the same opponent, Swatch. This time Apple argued at an Australian Trade Marks Office hearing that Swatch must not be allows to use the phrase “one more thing,” which the Cupertino-based company uses to announce additional products during its main events.

Moreover, Apple has filed for a “one more thing” trademark in Australia, but the decision published this month ruled against Apple and orders the company to pay Swatch's legal costs. The decision is explained by the hearing officer, who says that both companies have used the phrase when announcing new products but with no connection to any “particular” goods or services and only in presentations.

The same “one more thing” phrase was used by Swatch to market a “film noir”-themed watches in Australia, but the Swiss company claimed it drew inspiration from television detective Columbo, who used the “just one more thing” phrase quite often during the TV show.

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21 Comments

1. Cyberchum

Posts: 1011; Member since: Oct 24, 2012

Apple and their usually pointless and senseless litigations. They really wanted to trademark "one more thing?" Wow!

2. iloveapps

Posts: 393; Member since: Mar 21, 2019

And so with many plaintiffs suit against apple. Its part of the business and get on with it.

6. tedkord

Posts: 17088; Member since: Jun 17, 2009

You should change your user name to Deflector

8. darkkjedii

Posts: 30784; Member since: Feb 05, 2011

Or back to peaceboy, since that's who he is.

11. Vancetastic

Posts: 738; Member since: May 17, 2017

I don’t understand anything he says.

3. Leo_MC

Posts: 6349; Member since: Dec 02, 2011

Pretty much like Nike was trying to trademark "just do it"... oh, wait!

5. Vancetastic

Posts: 738; Member since: May 17, 2017

Actually, yes. Exactly like that.

7. tedkord

Posts: 17088; Member since: Jun 17, 2009

No one should be allowed to copyright common words or phrases, be it Nike or Apple.

12. Leo_MC

Posts: 6349; Member since: Dec 02, 2011

So, you think it's ok, if xiaomi sells its own "Galaxy S10" phone?

21. oldskool50

Posts: 460; Member since: Mar 29, 2019

Why? They aren't copy-writing, they are trademarking. A trademark and a copyright are distinctly 2 different things and cannot be used interchangeably. When you take common words or phrases and associate it with a product specifically, that's called a Trademark. a copyright is when someone for example writes a book or movie. Remember when apple tried to Trademark "app store"? It was not allowed, because app being short for Application, was to broad; and could not specifically be applied to Apple, because everyone technically has an "app store". because app store is equal to grocery store, clothing store and department store. Those examples, can't be confined to single entity because app, clothing, department, and similar are broad in nature. Trademarks are allowed, when the trademark is used to distinguish something in specific. Example, Microsoft was able to trademark "Word" because it is use specifically as a product name. That doesn't mean anyone can't use word in a phrase. What they can't do is use "Word" to associate to a similar or specific product in the same way. Copyright is a completely different things. Copyrights can only be applied to original created material, like books, screenplays or similar.

9. darkkjedii

Posts: 30784; Member since: Feb 05, 2011

Stop deflecting. This isn't a Nike article, it's an Apple one.....oh and, it's a notch.

14. Vokilam

Posts: 1025; Member since: Mar 15, 2018

Didnt a Chinese company that mimiced everything Apple including how they dress like Steve Jobs during keynotes - didn’t they trademark “one more thing”?

4. lyndon420

Posts: 6445; Member since: Jul 11, 2012

So sad on apples part. Good that Swatch won!!

10. blingblingthing

Posts: 840; Member since: Oct 23, 2012

What next, sue/litigate against Colombo?

15. oldskool50

Posts: 460; Member since: Mar 29, 2019

"One more thing' Apple. YOU LOST AGAIN!!!!!!!!!!! Apple please use this slogan - "If you want to lose, go with Apple!"

20. yalokiy

Posts: 882; Member since: Aug 01, 2016

Think iDifferent! Sue others for commonly used phrases.

* Some comments have been hidden, because they don't meet the discussions rules.

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