Apple Quest: Apple Wants Exclusive Apple Picture Ownership


Apple wants exclusive apple picture ownership of all logos with apples in them, including a Swiss organization dedicated to fruit.

Fruit Union Suisse, whose logo resembles an apple, says that Apple wants to control all depictions of actual apples. The battle has been going on for six years and the 100-year-old organization has been using a logo containing some kind of apple for a long time.

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“We have a hard time understanding this [case with Apple], because it’s not like they’re trying to protect their bitten apple,” said Fruit Union Suisse director Jimmy Mariethoz. “Their objective here is really to own the rights to an actual apple, which, for us, is something that is really almost universal… that should be free for everyone to use.”

“We’re concerned that any visual representation of an apple — so anything that’s audiovisual or linked to new technologies or to media — could be potentially impacted,” continued Mariethoz. “Theoretically, we could be entering slippery territory every time we advertise with an apple.”

Apple Picture Ownership on Every Product

The fruit group is currently a logo of an apple with a white cross in it. In 2017, Apple first asked the Swiss Institute of Intellectual Property (IPI) to prevent the Fruit Union from using similar logos on some consumer goods. Now Apple wants to control depictions of Apples on nearly every product, something that the Fruit Union is having a hard time accepting.

John Biggs

John Biggs is an entrepreneur, consultant, writer, and maker. He spent fifteen years as an editor for Gizmodo, CrunchGear, and TechCrunch and has a deep background in hardware startups, 3D printing, and blockchain. His work has appeared in Men’s Health, Wired, and the New York Times.

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