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So what you're saying is that Apple is infringing on this Swiss company's trademark and must be forced to change their logo before logos with apples are irreversibly associated with Apple instead of the Swiss company?

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No kidding. I'd love to see the bigger company loose their logo in one of these petty trademark disputes someday.

It happened when McDonalds tried to trademark Mc in the European Union. They lost out to Irish company Supermacs.

This is not what happened, they had the trademark for "Big Mac". They took Supermac's to court because their name was too similar, and ended up losing the trademark.

For a while Burger King Sweden was selling burgers using the name, apparently the "Anything But a Big Mac", "Burger Big Mac Wished it Was", etc.

Sadly they're still called McDonalds here.

Losing a trademark just means that it's not protected, and anyone can use it. Burger King Sweden was directly making fun of the Big Mac in their menu for a while after this case, since they could do it legally.

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