Watts Martin:

This is why trade dress battles are so important to Apple. Try introducing a soda in a container that’s easily mistaken for a Coke bottle and see how far “har har har, you can’t patent curved glass!” gets you as a defense. If somebody makes a product that can be easily mistaken for an Apple device, then Apple is going to do whatever they can to get that product either off the market or changed. And this is why Josh Topolsky is wrong when he says it doesn’t matter if a reviewer fails to mention when a competitor makes a product which is clearly following Apple’s design language. This isn’t about individual features and who did what first. If a company consciously attempts to make you think is that the new Apple thing? when you look at their new thing, and you know that’s what they’re doing, it’s noteworthy. It’s noteworthy because it’s a little sleazy.

One reason why the iPhone has no indicia on its front face — no Apple logo, no “iPhone” name — is that the device itself represents the iPhone brand.

Wednesday, 19 September 2012