Bite the big apple

Apple Computer has been known to protect its trademark vigorously...in this case, they are going after the City of New York (sometimes known as 'The Big Apple') over a trademark application by the City's GreeNYC campaign...

http://www.wired.com/techbiz/it/news/2008/04/apple_vs_apple#

From the article:

"The Cupertino, California, company calls for the trademark to be denied, claiming the city's logo will confuse people and "seriously injure the reputation which [Apple] has established for its goods and services."

"Trademark protection extends to sight, sound and meaning, Goldman says, and if a company can prove there's confusion over such matters, it may very well have a case. "

"The ultimate arbiter is the consumer," Goldman says."

Can one envision a day where perception is polled by the courts--a' la Collective Wisdom--to determine the relatvie merits of a trademark suit over 'confusion' or 'meaning'? The tools are available online.

In the meantime, we'll have to rely on a handful of lawyers and judges to make the decision for each of us...or maybe the lawyers at Apple will assess the perception of their actions from blogs, portals and other online feedback loops. Is suing taxpayers a wise strategy for protecting a brand? Is Apple's reputation as a friend of the earth? Or is Apple something not-so-different after all?

You be the judge of the 'trademark infringement' in this case: Yes? No? Maybe?




















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