Apple moral: Trademark founder's name to avoid being branded dumb

I fratelli Barbato

I fratelli Barbato

A Steve Jobs by any other name doesn't sound as sweet, but is perfectly legal.

Also, while it is only natural Apple would be suing the company founders, Vincenzo and Giacomo Barbato, and which it did with full gusto, the court ruled in favor of the Barbato brothers claiming that unlike an apple, the letter "J" isn't edible.

Vincenzo and Giacomo Barbato, the 2 Italian brothers at the center of the case, chose to adopt the Steve Jobs name in 2012 when they realized that Apple had never trademarked his name.

Apple is known for being in court a lot.

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As per la Repubblica Napoli, Apple specifically chose to sue the Barbato brothers over the logo they were using to promote the brand which consisted of a stylized "J" with a bite taken out of its side and an Apple-like leaf poking out over its head.

At the time the brothers were launching their own clothing and accessory company after spending years creating products for other brands.

According to Italian reports, the pair were surprised that Apple had not trademarked the name of Apple's founder, who died in 2011, and registered the name in Europe. However, for now, at least, the brothers are free to use both the name and the logo. Apple insisted that the logo resembled their iconic Apple logo too much. However, unlike Apple which uses the fruit by the same name to depict its company, Steve Jobs does the same with the letter "J". Their plans go beyond clothing into electronics, so some day you may be able to buy a Steve Jobs media player, or even a Steve Jobs smart phone. Well, now those different-thinking chickens have come home to roost as Apple has to sit back and watch Steve Jobs jeans take Europe by storm.

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