Apple defends its turf

Brand defence is something that Apple does just about better than anybody out there. While I don’t always agree with the “litigate them into the ground” tactics, the vigour they apply could be a lesson to many. They treat every facet of their brand as something valuable. For the same reason, it is good to see a smaller company zealously defending their brand as well.

 

However, an interesting part of this story for me is not the David vs Goliath aspect, but the company vs product and the deeper question of whether product trademarks (which are by and large replaceable and disposable) should be treated the same as a company trademark?

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