Apple aims to stop application approval process

Apple has launched a legal challenge against Woolworths, prompted by the latter company's new logo that resembles the well-known Apple symbol, according to The Age. Woolworths, the largest retailer in Australia, insists its new logo is a stylized "W" or a piece of fresh produce. Apple conversely believes the icon is too similar to its own and has set out to convince IP Australia, the Federal Government agency that governs trademarks, to stop Woolworths' application from proceeding.

Apple is unnerved because Woolworth has applied for a blanket trademark that would allow the company to brand itself on any product. The application includes a wide class for electrical goods and technology, making it a direct competitor for Apple should the retailer choose to produce computers or music players. The company recently expanded its product line to include cell phones.

Hans Hulsbosch, the logo's designer, said Apple is taking trademark protection "to the extreme." He further said that "based on this logic, they would have to take action against every fruit-seller."

Trademark lawyer Trevor Choy said it is common for Apple to prevent companies from using symbols remotely similar to Apple's logo or marketing. "They are just covering any eventualities," said Choy. The lawyer suggested less than five percent of such actions made it to court.

by MacNN Staff