Apple continues to brand its products with fruit names
The American tech giant, Apple, keeps selecting fruit names for its brand preferences.
Apple's journey in the realm of fruit-themed branding has seen another interesting development. According to the Tianyancha app, Apple recently filed for several “PINE APPLE” trademarks. These applications span an array of sectors, including scientific instruments, advertising sales, and building repair. The term “PINE APPLE” in Chinese is translated as both “菠萝” and “凤梨”, both of which denote the tropical fruit.
Apple has shown a consistent trend of delving into fruit-related branding over its corporate life. An intriguing data point suggests that Apple has launched 215 trademark opposition applications in recent years. This figure surpasses the cumulative total of tech stalwarts like Google, Microsoft, Amazon, and Meta (formerly known as Facebook), which have 136 cases between them. In Apple's cases, 17% culminated in withdrawals by the opposing entities, whereas over half didn’t respond to Apple's legal overtures.
Apple continues to brand its products with fruit names
However, Apple's endeavors in fruit-centric trademarks have occasionally stirred up controversies. A notable incident involved Apple's dispute with American artist Frankie Pineapple, centered around the latter's use of the term “apple” as part of her stage name. This incident highlights Apple's protective nature towards its brand identity.
Despite the recognition of the iconic bitten Apple logo, Apple's ambitions in branding seem to reach further. In a 2017 episode, Apple sought a fruit trademark in Switzerland, which depicted a broader version of a Granny Smith apple, not just their famous logo. This move made Fruit Union Suisse, a Swiss fruit company with a history spanning a century, consider changing its logo. The head of the company expressed reservations, underscoring the universal symbolism of the apple and everyone’s inherent right to utilize it.
The “PINE APPLE” trademark application by Apple signifies the latest chapter in its ongoing affinity for fruit-themed branding. Given past instances of discussions around its branding decisions, it's intriguing to anticipate the repercussions of this latest endeavor.
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