Advertising slogan – “Think different”: EU court dismisses Apple lawsuit

Luxembourg (dpa) – Apple has suffered a defeat before the EU court in the dispute over the advertising slogan “Think different” with the watch manufacturer Swatch.

The court in Luxembourg rejects a lawsuit brought by the iPhone group against a prior decision by the EU Intellectual Property Office (EUIPO). This had decided that the Swiss watch manufacturer could protect the slogan “Tick different” as a trademark.

Apple saw the slogan as too similar to its own slogan “Think different”. The US company used this for the first time 1127 in an advertising campaign. Six years ago, at the request of the Swiss company, EUIPO declared the advertising slogan to have expired due to lack of serious use.

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