Swiss watchmaker Swatch is poking some fun at Apple. The company has acquired a European trademark for “One more thing,” the phrase made famous by Steve Jobs.
It has also filed for a trademark for ‘Tick different,’ a pun on Apple’s iconic ‘Think Different‘ campaign used from 1997 to 2002.
Steve Jobs would often appear to be ending a press conference before uttering “there’s just one more thing” and unveiling a major new product to the masses. Of course, Jobs didn’t invent the expression, but it’s most heavily associated with him
Since his passing in 2011, Apple has avoided using the phrase, with the notable exception of the Apple Watch, the most significant new product launch for the company in recent memory.
There’s no telling what Swatch will use the trademark for. Maybe it just wants keep Apple from using the phrase. Or maybe it plans to troll the company with a future ad campaign, given the Apple Watch is often seen as a threat to the Swatch’s traditional watch market (even if it probably won’t kill it off).
Either way, Apple likely isn’t too happy about either of the trademarks, but considering neither of those expressions are often used by the company anymore, it’s probably no big harm.
➤ Swiss Watchmaker Swatch Sticks it in Apple’s Eye with new Trademark ‘One More Thing’ [Patently Apple via Apple Insider]
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