Apple continues its history of fruit-themed branding endeavors by officially filing for multiple “PINE APPLE” trademarks, as indicated by the Tianyancha app. The trademark applications, which are currently in the “under application” phase, span categories such as scientific instruments, advertising sales, and building repair. Interestingly, the term “PINE APPLE” corresponds to both “菠萝” and “凤梨” in Chinese, both referring to the tropical fruit.
Apple’s Historical Ties to Fruit-themed Branding
Apple’s persistent foray into fruit-related trademarks is evident from its track record over the years. In a surprising statistic, Apple has launched 215 trademark opposition applications in recent years. This number overtakes the combined total of tech giants Google, Microsoft,Amazon, and Meta (formerly Facebook), which stands at 136 cases. Of the trademark oppositions initiated by Apple, 17% resulted in withdrawals from the opposing parties, while over half received no reaction to Apple’s legal actions.
The tech company’s fruit-inspired trademarking efforts haven’t been without controversy. A memorable case involved Apple’s opposition against American artist Frankie Pineapple due to her stage name’s English suffix, “apple.” This incident underscores Apple’s vigilant stance on anything remotely infringing on its brand name.
The iconic bitten Apple logo appears insufficient for Apple’s aspirations. In 2017, the company pursued a fruit trademark in Switzerland, targeting a broader depiction of a Granny Smith apple rather than solely the bitten logo. Fruit Union Suisse, a century-old Swiss fruit company, faced the possibility of logo alteration as a consequence. The company’s director voiced concerns, emphasizing the universal nature of the apple symbol and the inherent right for all to use it.
Apple’s “PINE APPLE” trademark venture serves as the latest chapter in its love story with fruit-based branding. However, with previous endeavors sparking debate, it remains to be seen how this latest trademark pursuit unfolds.