Apple will not recover the trademark “Think Different” in Europe

This is a big setback for Apple. The Court of Justice of the European Union has rejected Apple’s request to annul the decision taken by the EUIPO to revoke its trademark “Think Different” in the territory of the EU. The famous Think Different slogan fueled Apple’s advertising campaigns between 1997 and 2002.

The Think Different trademark has been registered by Apple several times in Europe (1997, 1998, 2005), but in 2016 the Swiss manufacturer Swatch requested the revocation of the Think Different trademark which had not been used by Apple for more 5 years old. The request was prompted by the launch of Swatch’s “Tick Different” campaign, which was legally threatened by Apple’s trademark.

Against all expectations, the EUIPO had then revoked the registered trademark “Think Different” in the European Union, a decision which was followed by several appeal procedures launched by the Cupertino company. It is all these procedures that have just been decided today: the European Court of Justice considers that Apple has not seriously used the Think Different brand for more than 10 years, and that consequently it was logical that the mark be revoked.

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