Apple Attempts to Block 'Nearly Identical' Logo From Trademarking

Apple is opposing the trademarking of a bottled water business's logo since it argues that it can be easily mistaken for its own (via Law Street).

Arcus VS Apple Feature
Apple filed a notice of opposition with the Trademark Trial and Appeal Board against Georgette LLC's logo, asserting that its brand will be damaged if the applicant's logo is registered because of dilution and the likelihood of consumer confusion, mistake, or deception.

Georgette's logo depicts a whole apple with the words "I am Arcus" over it, and with two leaves. Apple's logo, on the other hand, has a bite out of its right-hand side, and a single leaf. Apple says that the applicant's logo "features a stylized apple design with a right-angled, detached leaf, rendering it visually similar to Apple's famous Apple Marks."

Consumers encountering Applicant's Mark are likely to associate the mark with Apple. Applicant's Mark features a stylized apple design with a right-angled, detached leaf, rendering it visually similar to Apple’s famous Apple Marks. Indeed, the overall shape of Applicant's apple design is nearly identical to the shape of the Apple Logo

An image enclosed in the filing overlays Georgette's logo with Apple's logo, to reveal that they are even dimensionally similar.

georgette logo dispute comparison
Apple argues that since 1977 it has used its logo, which has gone on to become distinctive and gain a high level of consumer recognition and goodwill.

Applicant's Mark readily calls to mind Apple's famous Apple Logo given the visual similarities, and the Apple Marks are so famous and instantly recognizable that the similarities in Applicant's Mark will overshadow any minor differences and cause the ordinary consumer to believe that Applicant is related to, affiliated with or endorsed by Apple.

Beyond the obvious similarities between Apple's logo and that of Georgette, Apple is also arguing that it sells "goods related to beverages" featuring its logo, including mugs, thermal bottles, and water bottles, such as those available to customers exclusively at the Apple Park Visitor Center. Since Georgette wants to trademark its logo for "purified drinking water; bottled water," Apple believes this is even greater grounds to refuse the application.

Last year, Apple initiated trademark litigation with a small company called "Prepear," arguing that its pear-shaped logo was too similar to its own mark. Prepear ultimately changed its logo to bring the dispute to an end, but Apple continues to fiercely guard the trademark of its logo.

Top Rated Comments

Sneakz Avatar
18 months ago
Yeah, gotta side with Apple on this one. That overlay says it all.
Score: 62 Votes (Like | Disagree)
AngerDanger Avatar
18 months ago
Wow, yeah, the random design elements on top of the logo really distract from how similar the silhouettes are.

Looks like they put some lines, text, and a monochrome pride flag over the Apple logo.



Attachment Image
Score: 50 Votes (Like | Disagree)
yaxomoxay Avatar
18 months ago

Apple’s legal team doesn’t have enough to do so they start these ridiculous cases.
I'd say that Apple has a case here. Not saying that Apple will win in court, but they do have a case to make.
Score: 24 Votes (Like | Disagree)
Blackstick Avatar
18 months ago
If I had a small bottled water business where legal fees could doom it, I'd stay away from the Apple logo as much as I would Coca-Cola's iconic, contoured glass bottle shape.
Score: 23 Votes (Like | Disagree)
yaxomoxay Avatar
18 months ago

I realise Apple has to do this (trademarks require active protection to prevent their loss) - but megacorps owning the rights and trade dress to everyday objects is terrible for human freedom.
Welcome to the dystopian future - brought to you Coca-Cola, Apple, amazon, and OmniCorp...
Well, Apple doesn't own the rights to an apple in all its shapes and forms, but to a rendition of it. Changing one of two features does not change that the underlying logo is virtually identical to Apple's.
Score: 22 Votes (Like | Disagree)
Goldfrapp Avatar
18 months ago
What a lazy a** logo job
Score: 22 Votes (Like | Disagree)

Related Stories

Apple iphone 11 water resistant

Apple Did Not Mislead Customers About iPhone Water Resistance, Federal Judge Rules

Thursday February 3, 2022 5:41 am PST by
A federal judge in the U.S. has dismissed a proposed class-action lawsuit that accused Apple of misleading customers about the iPhone's water resistance (via Reuters). Apple has extensively advertised the water resistance of the iPhone in its marketing campaigns since the launch of the iPhone 7, including the claim that some models can survive depths of up to four meters for 30 minutes....
apple ar logo unleashed

Apple Highlights Upcoming October 18 Event With Interactive AR Logo

Tuesday October 12, 2021 9:57 am PDT by
Apple just announced its second fall event, which is set to take place on Monday, October 18. As usual, the Apple Events webpage features an augmented reality logo that you can see when viewing the page on an iOS device. Open up the Apple Events page on an iPhone or an iPad and then tap on the logo to open the augmented reality interface. Apple asks you to scan around the room and then...
Instagram Feature 2

Instagram Reintroduces Chronological Feed Option

Wednesday March 23, 2022 10:14 am PDT by
Instagram today rolled out new Following and Favorites feed options, allowing users to sort their feeds to see content posted chronologically from the people they follow or content just from their favorite people. The new Following option is a traditional chronological feed, and it displays the latest posts from the accounts that each Instagram user follows in reverse chronological order....
beats pill stussy

Apple's Discontinued Beats Pill+ Speaker Returning With Limited-Edition Model

Wednesday March 2, 2022 6:39 am PST by
While the Beats Pill+ was discontinued a few months ago, the portable Bluetooth speaker is making a comeback with a new limited-edition model. Beats has collaborated with fashion brand Stüssy on a limited-edition Beats Pill+ speaker featuring a skull-and-bones design and the Stüssy logo. An engraved message on the top of the speaker says "the only good system is a sound system." The...
iPhone 14 Pro 91mobiles

First Alleged CAD Renders of iPhone 14 Pro Show Pill-Shaped and Circular Cutouts Replacing Notch

Wednesday March 16, 2022 6:08 am PDT by
India-based tech blog 91Mobiles posted a series of renders on Wednesday that it claims are based on leaked factory CAD images of Apple's upcoming iPhone 14 Pro. Apple is widely expected to remove the notch on the Pro models in the iPhone 14 series, and the images offer an idea of how Apple's flagship device will look with hole-punch and pill-shaped cutouts near the top of the display....
colorware magic keyboard 1

MacRumors Giveaway: Win a Custom Colored Magic Mouse and Magic Keyboard From ColorWare

Friday March 18, 2022 9:31 am PDT by
For this week's giveaway, we've teamed up with ColorWare to offer MacRumors readers a chance to win a customized Magic Keyboard with Touch ID and a customized Magic Mouse to go along with it. For those unfamiliar with ColorWare, it is a website that specializes in device customization, painting all kinds of electronics in unique custom colors that are unavailable from the manufacturer....
march 2022 event ar logo

Apple's March 8 'Peek Performance' Event Page Features Animated AR Logo

Wednesday March 2, 2022 9:42 am PST by
Apple today announced that its first event of 2022 will take place on Tuesday, March 8. Featuring the tagline "Peek Performance," the event is now featured on Apple's events website, and if you visit the page on an iPhone or iPad, you can see an augmented reality version of the logo Apple created. Nested Apple icons in shades of yellow, orange, red, pink, and purple are featured in this...
iphone 14 pro display schematics

Alleged iPhone 14 Pro Display Schematic Shows True Size of Pill-Shaped and Circular Cutouts Expected to Replace the Notch

Saturday February 26, 2022 11:25 pm PST by
An image alleged to be the display schematic for the iPhone 14 Pro series has emerged online, offering us a look at the true size of the pill-shaped and circular cutout design expected to debut on the high-end 2022 iPhones in replacement of the notch. The image first emerged on Weibo and was later shared by Apple leaker Jon Prosser who claims to have been able to "independently" confirm...

Popular Stories

iPhone 14 Dummies 1 Feature

Everything Rumored for Apple's September Event: iPhone 14, Apple Watch Pro and More

Friday August 12, 2022 2:34 pm PDT by
There's just about a month to go until Apple holds its annual September event focusing on new iPhone and Apple Watch models. We thought we'd take a quick look at everything that's rumored for Apple's September event to give MacRumors readers a rundown on what to expect when the first fall event rolls around. iPhone 14 The iPhone 14 can probably be described more as an "iPhone 13S" because...
iPhone 14 Pro Purple Rear Flat MacRumors Exclusive

iPhone 14 Pro Predicted to Start With Increased 256GB Storage Alongside Rumored Price Increase

Wednesday August 10, 2022 11:14 am PDT by
Earlier today, analyst Ming-Chi Kuo claimed iPhone 14 Pro models will be more expensive than iPhone 13 Pro models. Kuo did not reveal exact pricing, but he said that the average selling price of all four iPhone 14 models will increase by about 15% overall. While higher prices would be disappointing for customers, it is possible the iPhone 14 Pro and iPhone 14 Pro Max will offer increased...
iPhone 14 Pro Lineup Feature Silver

Kuo: Apple to Increase Prices of iPhone 14 Pro Models

Wednesday August 10, 2022 8:22 am PDT by
Apple plans to increase the prices of iPhone 14 Pro models compared to iPhone 13 Pro models, according to analyst Ming-Chi Kuo. Kuo did not reveal exact pricing for the iPhone 14 Pro models. However, in a tweet today, he estimated that the average selling price of the iPhone 14 lineup as a whole will increase by about 15% compared to the iPhone 13 lineup. In the United States, the iPhone...
iPhone 14 Pro Purple Front and Back MacRumors Exclusive feature

iPhone 14 Is Just a Few Weeks Away: Three Tips to Prepare for the New iPhone

Wednesday August 10, 2022 4:08 am PDT by
The launch of the new iPhone 14 is just a few weeks away, meaning millions of iPhone customers will soon upgrade their existing iPhone or perhaps get an iPhone for the first time. Exclusive MacRumors iPhone 14 Pro renders by graphic designer Ian Zelbo Whether upgrading from an older model or this is your first iPhone, we've rounded up a few tips to help you prepare for the next flagship...
z fold 4 1

Hands-On With Samsung's Latest Foldable Smartphones, the Galaxy Z Fold and Z Flip

Friday August 12, 2022 12:46 pm PDT by
Samsung this week launched its fourth-generation foldable devices, the $1,000 Galaxy Z Flip and the $1,800 Galaxy Z Fold. Though there's no sign of a comparable Apple foldable device on the horizon, rumors suggest prototypes are in the works, so we thought we'd take a look at Samsung's newest smartphones to see what Apple needs to measure up to when a foldable iPhone does come out. Subscribe ...
iPhone 14 Pro Purple Rear Flat MacRumors Exclusive

iPhone 14 Pro: Analyst Believes Storage Will Continue to Start at 128GB Despite Rumored Price Increase

Friday August 12, 2022 7:04 am PDT by
It wouldn't be the month before an iPhone launch without a few back-and-forth rumors, with the latest debate concerning iPhone 14 Pro storage. iPhone 14 Pro render by Ian Zelbo While research firm TrendForce forecasted that iPhone 14 Pro models could start with an increased 256GB of storage, Haitong International analyst Jeff Pu today forecasted that the upcoming Pro models will continue to...