Apple, known for its strict trademark protection policy, objected to the logo of the startup Prepear – a cooking app – because it considered the abstract design of a pear with a leaf resembled the trademark of the well-known apple. The case provoked backlash against Apple and eventually ended with a slight alteration to the design.
Strategy: Extension of signal protection to similar graphic logos of small businesses
Type of Confusion: Perceptual confusion – based on visual/stylistic similarity, not functional product confusion
- Countries: USA
- Year/Period: 2020–2021
- Branch: Technology / Mobile Apps
- Subject of controversy: Figurative sign – abstract fruit logo
- Winner: Compromise (with a slight change to the Prepear logo)
- Loser: Nobody – settled out of court
- Cost to Winner: Unknown (possible low – leaf shape change)
- Cost to Loser: Apple did not receive compensation – only a visual change
Source of Decision: MacRumors – Apple Settles With Prepear
As can be seen in the following image, the change Prepear made to the leaf shape was minimal. Nevertheless, it was enough to satisfy Apple. This is a classic example of the extreme importance that one of the world's largest companies places on protecting and maintaining consistency of its brand.
