Stefan Mileschin

Used the sacred words of Steve Jobs in vain

Fruity cargo cult Apple has got its knickers in a twist over the watchmaker Swatch's use of the phrase "one more thing" in its advertising.

For those not in the know, Steve Jobs would say "one more thing" at the end of many an Apple keynote, giving his cue for announcing a new product.

Before a British court, Apple insisted that Steve Jobs words could not be profaned by riff-raff who just wanted to use them to make a quick buck. Apple owned those words even if Steve Jobs had nothing left to have one more of and if anyone was going to make a quick buck from them, it was the company he founded. Apple never tried to trademark the phrase, we assume because it thought that the wrath of Jobs would smite anyone who tried to use it.

It claimed that Swatch only registered the phrase as a trademark to miff Apple, which it certainly did.

However Judge Iain Purvis sided with Swatch saying that Swatch's attempt to register the phrase might have been an attempt to "annoy" Apple, , but Apple can't block it from doing so.

https://fudzilla.com/news/52611-appl...blasphemy-case