Apple seeks trademark of ‘actual apple’, Swiss fruit association says
‘Their objective here is really to own the rights to an actual apple,’ says Swiss fruit association
Your support helps us to tell the story
From reproductive rights to climate change to Big Tech, The Independent is on the ground when the story is developing. Whether it's investigating the financials of Elon Musk's pro-Trump PAC or producing our latest documentary, 'The A Word', which shines a light on the American women fighting for reproductive rights, we know how important it is to parse out the facts from the messaging.
At such a critical moment in US history, we need reporters on the ground. Your donation allows us to keep sending journalists to speak to both sides of the story.
The Independent is trusted by Americans across the entire political spectrum. And unlike many other quality news outlets, we choose not to lock Americans out of our reporting and analysis with paywalls. We believe quality journalism should be available to everyone, paid for by those who can afford it.
Your support makes all the difference.Apple is seeking the exclusive image rights of apples in Switzerland, according to a Swiss fruit growers association.
Fruit Union Suisse, an 111-year-old organisation that promotes the interests of fruit farmers in the country, may be forced to change its logo if the US tech giant succeeds in its legal bid.
The association’s logo features a red apple with a white cross on it, having been slightly revised in 2011 in order to celebrate the organisation’s centenary.
“We have a hard time understanding this, because it’s not like they’re trying to protect their bitten apple.” Fruit Union Suisse director Jimmy Mariethoz told Wired.
“Their objective here is really to own the rights to an actual apple, which, for us, is something that is really almost universal... that should be free for everyone to use.”
It is one of several attempts by Apple to gain intellectual property rights over the eponymous fruit, according to the World Intellectual Property Organisation. Countries that have acquiesced to Apple’s demands include Armenia, Israel, Japan and Turkey.
Separate records from the Tech Transparency Project show that Apple filed more trademark applications than Amazon, Facebook, Google and Microsoft combined between 2019 and 2021.
Apple first applied to the Swiss Institute of Intellectual Property for the trademark of a depiction of a Granny Smith apple in 2017, covering electronic, digital and audiovisual consumer goods.
The request was only partially granted, leading Apple to submit an appeal earlier this year.
“We’re concerned that any visual representation of an apple – so anything that’s audiovisual or linked to new technologies or to media – could be potentially impacted,” said Mariethoz.
“Theoretically, we could be entering slippery territory every time we advertise with an apple.”
The Independent has reached out to Apple for a response, though the company typically does not comment on ongoing legal matters.
Join our commenting forum
Join thought-provoking conversations, follow other Independent readers and see their replies
Comments