Apple Loses 'Think Different' Trademark in the EU

The court’s decision follows a 2016 request from Swatch.

In 2018, the Cancellation Division of the European Union Intellectual Property Office revoked Apple’s trademark.

Then in January 2021, Apple brought three actions against Swatch to the General Court of the EU.

Apple first used “think different” in a 1997 marketing campaign and registered the trademark with the EU.

The phrase was then registered again in 1998 and 2005.

The company didn’t immediately respond to CNET’s request for comment.