How much of the “apple” can Apple own?

According to Mashable, Apple is trying to trademark depictions of actual apples.

Is that even… possible?

Because even as Apple pursues this, there is already confusion in the fruit farming industry, and it’s a growing concern for any kind of business or organization that uses imagery or wording even close to Apple’s.
Apparently, Apple has been trying to trademark the “apple” in Switzerland since 2017 and has made similar applications in other countries.
Strangely, in 2022, the IPI partially granted Apple’s request, as generic imagery of common items are often considered to be in the public domain.
More on all of that right here: Wired – Apple Is Taking On Apples in a Truly Weird Trademark Battle.
It does seem like Apple is trying to own the rights to an actual apple, rather than just their distinctive bitten apple logo.
Many are arguing that the apple (and its image) should be free for everyone to use.

So, what’s going on here?

Does Apple need to protect its brand?
Is this a kind of competitive advantage play?
Is it, simply, a legal preemptive measure to avoid future challenges from other companies that have an Apple-esque brand?
We’re in interesting waters (or apple picking fields) here with a story that could turn into a public relations nightmare from communications and public perception to large corporations overreaching.
It can also be a story where Apple is simply a victim in a litigious world, and they’re just trying to protect themselves.

What’s an apple worth these days?

This is what Elias Makos and I discussed on CJAD 800 AM. Listen in right here.

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