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

US tech giant Apple is seeking the image rights for apples (iStock/ Getty Images)

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’s logo next to the logo for Fruit Union Suisse (Apple/ Fruit Union Suisse)

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.