A little sad end to a great story
When Steve Jobs returned to Apple in the late 90s, one of his first actions was to draw attention to the company.
Among other things, this was achieved through the advertising campaign “Think Different”. And now, as it became known, the apple corporation has lost the right to use this slogan.
We are talking about the ownership of the statement in Europe – the corresponding applications were filed by Apple in 1997, 1998 and 2005. But due to the fact that in the last five years the corporation did not use the slogan, it was deprived of the right to it.
It is reported that the Swiss watch manufacturer Swatch now owns this right. It was his lawyers who, back in 2016, demanded to deprive Apple of the opportunity to use the phrase “Think Different”. And all because of the fact that it “lay” idle for a long time.