The court took away iconic ‘Think Different’ trademark from Apple

The European Union Intellectual Property Office (EUIPO) has denied Apple's appeal to reverse a ruling that the "Think Different" trademark should be revoked in the EU. The phrase was used by Apple for its marketing campaigns from 1997 to 2002. Apple launched its famous "Think Different" campaign in 1997, which subsequently became a trademark in the EU. It renewed its registration in 1998 and 2005. Computer hardware, software, and multimedia goods were all covered by the registration.

In 2016, Swatch filed three European Union Intellectual Property Office (EUIPO) applications in an effort to disavow its trademark. The firm made the decision because it uses the phrase "Tick Different" in its own marketing campaigns. Swatch claims that Apple had not used the "Think Different" phrase for five years.

In 2018, the EUIPO's Cancellation Department voided the disputed trademarks from 2016. The appeals of Apple against the Cancelliation Division's decisions have been rejected by the Fourth Board of Appeal. Then in January of last year, Apple filed three lawsuits with the European General Court that were dismissed today.

Overall, the Court believes that Apple has not implemented "Think Different" in genuine use for over ten years before the case. This isn't Apple's first run-in with Swatch, either; it previously took back the trademark for "One more thing."