Apple achieved partial success in its trademark lawsuit against the European Union Intellectual Property Office (EUIPO). The company is Chinese keyboard manufacturer Yichun Qinningmeng Electronics Co. He argued that the citrus-shaped logo used by the company could be confused with its own brand identity.

The logo in question consists of a circular fruit with leaves on it and squares resembling keyboard keys. Apple claimed that this design was visually too close to its own logo and could create a wrong perception among consumers.

Brand similarity debate

EUIPO partially rejected Apple’s claims, stating that the logo resembles an orange due to its circular structure and triangular sections within it. However, the institution was acknowledged that there were visual similarities between the two logos, albeit at a low level.

Taking into account Apple’s strong brand image in Europe, authorities concluded that consumers could establish a mental connection between these two companies. In line with this decision, Yichun Qinningmeng was prevented from using the citrus logo in the computer products category.

EUIPO allowed the logo in question to be used in other product categories such as solar panels. A similar legal process took place in the United States, and Yichun Qinningmeng did not file any objections in this case.

Past fruit-themed cases

Apple has similarly taken various legal initiatives against different fruit logos in the past. The company objected to the apple-themed logo of the Norwegian Progress Party in 2019, and waged a long-term trademark fight with Fruit Union Suisse in 2023.

The company also opposed the pear-shaped logo of the application called Prepear in 2020. Prepear finalized the process by making minor changes to its logo in 2021, following reconciliation negotiations with Apple.

What do you think about Apple’s brand protection strategies?