Swatch can trademark Apple's 'One more thing'

At least in the United Kingdom.

From AppleInsider's "Apple can't stop Swatch from trying to trademark 'One more thing,' judge rules" posted Monday:

Judge Ian Purvis on Monday said that Swatch's attempt to register the phrase may have been an effort to "annoy" Apple, but ultimately decided that the Cupertino tech giant can't stop Swatch from doing so.

Additionally, Judge Purvis added that a previous court decision that "Swatch's intentions had stepped over the line between the appropriate and inappropriate use of a trade mark" was wrong.

The phrase, famously used by Jobs near the end of keynote events to cue a surprise announcement, probably originated with fictional TV detective Columbo, Judge Purvis said in his ruling.

The dustup over the three words is part of a broader dispute between Apple and Swatch that originated with the launch of the Apple Watch in 2015. At the time, Apple tried to trademark the term "iWatch" in the U.K. but was denied because it was too close to Swatch's existing "iSwatch."

Since then, the battle has extended to other phrases and trademarks. In 2019, for example, Apple lost a bid to stop Swatch from registering the phrase "Tick Different" — a nod to Apple's "Think Different" Mac slogan.

My take: "Tick Different" is clever. Registering "One more thing" as a trade mark for Swatch is just stupid.


  1. Greg Lippert said:
    iWatch too close iSwatch but Tick Different is not too close to Think Different?
    Something smells fishy….

    March 30, 2021
  2. Jerry Doyle said:
    Wow! Apple’s legal division and contracted law firms globally must represent a Fortune 500 ranking in flow of operational funds, employee count, budget, accounting unit, employee travel & expenses, Human Resources… a major stand alone Employer. I wonder what is Apple’s legal division annual budget. Does anyone know?

    March 30, 2021
    • Kirk DeBernardi said:
      Probably more than we would care to hear.

      (Shivers up the spine.)

      March 30, 2021
  3. John Konopka said:
    Seems odd that anyone could trademark such a commonly used phrase. Wasn’t that the problem with Kleenex becoming a generic term for tissue?

    March 30, 2021
  4. Adam Foster said:
    This sounds like TV ads my whole life:

    “Wait, there’s more…”

    March 30, 2021
  5. Kirk DeBernardi said:
    As Swatch “cleverly” proclaims to “Tick different”, maybe they should practice “Think different” and not tread on other’s clever marketing proclamations.

    (Jus’ sayin’.)

    March 30, 2021
  6. Steven Philips said:
    Well, so now Swatch is the Toc of the town! Mission accomplished?

    March 30, 2021

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