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NEWS > TECHNOLOGY > APPLE PURSUING COPYRIGHT ON APPLES
APPLE PURSUING COPYRIGHT ON APPLES
October 7 2009
Cupertino, CA – The logo is perhaps one of the most important aspects of any modern company. The Golden Arches, the multi-coloured peacock, and the silhouetted bunny are all examples of corporate identification that have transcended the 
companies that employ them and become identifiable properties unto themselves. One company that has relied heavily on its logo, and the accompanying public perception it brings, is Apple. The simple yet iconic logo that has gone alongside every product the company has created since its birth has become one the strongest logos in corporate history.
Because of that strength and that brand identity the company has fought fiercely to protect it from people and companies who might seek to undermine their brand. The company fought for decades to retain its branding with Apple Corps, the company that published music from The Beatles. Now the company is embroiled in a new debate with Australian supermarket chain Woolworths and their newly redesigned logo which looks similar to an apple. Though that suit has just begun, it has reportedly sparked a change in corporate thinking at the iPod giant with new indications that the company will pursue trademark and copyright privileges over Apples in order to prevent any future infringement on their brand.
“From what I’ve heard people are just sick of this ongoing debate. Many people inside
the company feel that they are being exploited because others feel that because it is an apple that is being depicted they feel that have the right to use it. They then approximate Apple’s brand and kind of squat on the territory that they have fought for years to acquire,” said an insider who preferred to remain anonymous. “By simply gaining access to apples of all kinds they will be better able to dictate who can and who cannot use the shape in their products. It will also give them licensing fees for apples sold all across the world which I don’t need to tell you could be quite lucrative.”
Our insider also indicated that the company will, if successful, force their own apple logo to be imprinted on all apples sold. The fruit will also be genetically modified to prevent seeds from flowering without the company’s direct involvement.
“There are few companies that have protected their identity in the way that Apples has done. Practically speaking their identity is the heart of the company. They make 
solid products but it is the perception of quality that carries them more than anything, something which extends to other products. That makes perception fundamentally important to them and if that vanishes so too, likely, will the company,” said Scrape TV Technology analyst Ken Kevins. “The uproar that occurs whenever Steve Jobs has a health scare is a good example of how important perception is to the company. That perception extends to all aspects of their business and that of course makes them very protective. It’s only natural that they would want to go to the source to ensure that their identity is safe.”
Currently no one body owns the copyright over Apples or any other naturally occurring fruit. Because it grows wild and in many varieties across the world the commonly accepted belief is that such legal terminology could never be applied to the product.
“The question is whether or not they copyright certain breeds of apples or if they 
simply protect the concept of apples themselves. That would open up a whole host of potential issues and potential benefits to companies across the world. There are hundreds of different types of fruits, vegetables, and legumes that could potentially fall into the purview of an interested corporate body,” continued Kevins. “For Apple the potential uptick in revenue could blast them into the stratosphere. By controlling all apple supplies across the planet they will send their stocks skyrocketing. Inevitably they will apply the techniques that have made them successful in electronics to the fruit world which means of course that we will be eating new types of apples every six months.”
The company is reportedly already hard at work on an ultrathin apple in anticipation of receiving copyright approval.
Martin Philton, Technology Correspondent
NEWS > TECHNOLOGY > APPLE PURSUING COPYRIGHT ON APPLES
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