Apple is suing Swatch for copyright | BrightTitan
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Apple is suing Swatch for copyright

Swatch NFC Watch

Apple is suing Swatch for copyright

The ad campaign “Think Different” that Apple used from 1997 to 2002 has recently been recognized as one of the most effective tools of the advertisement. Initially considered nonsensical by executives outside of Steve Jobs, the commercial proved to be a huge success for Apple and garnered numerous awards.



An advertising work similar to Think Different, which is one of Apple’s and the world’s most important campaigns, came from Swatch, the Swiss watchmaker. Therefore, Apple is suing them as they used the slogan “Tick Different”on their Bellamy collection. Apple handed over its request to the Swiss Federal Institute of Intellectual Property that Tick Different imitated their own advertising work. Swiss company made an explanation after Apple moved this case to court. Its CEO Nick Hayek says the company has been using the “always different, always new” advertising campaign since the 80’s and that new work is not a problem. The Tick Different slogan is available for certain watch collection, according to the information that the Apple Insider web site has transferred.



Approximately three years ago, Apple and Swatch were in the court again when the Swiss company has stated that they will sue Apple for making a watch named as iWatch, but didn’t sue the American company as they used the name “Apple Watch”

Jack Goodman

Founder & CEO of BrightTitan

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