APPLE has launched a legal challenge against Woolworths, prompted by the supermarket's new logo that resembles the technology giant's well-known Apple symbol.
Woolworths, the mega-retailer and the largest in Australia, says its new logo is a stylised "W" or a piece of fresh produce. Apple, however, says the icon is too similar to its own and has set out to convince IP Australia, the Federal Government agency that governs trademarks, to stop Woolworths' trademark application in its tracks, The Age reports.
According to reports, Apple is "spooked" by the fact that Woolworths is aiming for a blanket trademark, which would allow it to put its branding and logo on every product it likes.
Because Woolworths' application includes a wide class for electrical goods and technology, Apple is concerned about the apparent competition should the retailer choose to brand computers, music players and other devises also sold by Apple.
But Woolworths appears to be deliberately avoiding any confusion or link, and since it unveiled its new logo a year ago, it has avoided using the word "apple" in commentary.
A trademark lawyer, Trevor Choy, told The Age that it is common for Apple to prevent others from allowing others to use anything that resembled an apple in a logo or in marketing.