Apple fought a company called Steve Jobs Inc. -and lost

Apple fought a company called Steve Jobs Inc. -and lost

Now that the company can officially call themselves Steve Jobs, they're free to market and talk about it. That the iPhone maker didn't trademark Steve Jobs name as well didn't add to its cause either. Well, this apparently has been an ongoing battle for years between two brothers Vincenzo and Giacomo Barbato and Apple.

The story begins in 2012 when the two Neapolitan entrepreneurs registered the brand "Steve Jobs" with a logo comprising a large J with a bite taken out of it. And the court does not seem to find fault with it, much to the chagrin of Apple that had sued the firm.

Apple lost the fight and the brothers get to keep their trademark and can continue to use the name. The company manufactures clothing and accessories and has a logo that is very similar to Apple's "bitten apple" logo.

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The case not only covered the name but also the logo the brothers were using. According to Business Insider Italia, Apple focused on the logo and because the J isn't a fruit, the brothers told the outlet, the chunk can not be a bite, as in the Apple logo. Well, now those different-thinking chickens have come home to roost as Apple has to sit back and watch Steve Jobs jeans take Europe by storm.

Apple had sought to challenge the company by claiming its logo infringed on its own trademark, but despite the "leaf" and the indentation on the Italian company's logo, the fact that it was a letter rather than a fruit, meant it was not deemed to breach Apple's. The court decided that the brothers could use the "bite" mark on the "J" was not a bite because letters are not edible. While they only deal with clothing at the moment, they did say they have plans on expanding into consumer electronics. But most of us are just hearing about a little-known court case involving Italian clothing company, Steve Jobs.

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