Apple has lost a court battle in which the company tried to prevent Swiss company Swatch from trademarking the phrase “One more thing,” famous for surprising spectators and attendees at Apple events.
In the dispute over the “One more thing” trademark, a London judge has ruled in favour of Swatch. In a report Bloomberg states:
"One more thing," Steve Jobs used to say at the end of many of Apple Inc.'s keynotes, giving the cue to announce a new surprise product. Apple cannot keep its founder's phrase to itself, a London judge ruled on Monday, siding with Swiss watchmaker Swatch Group AG in a long-running trademark dispute. Judge Iain Purvis told the court that while the registration may have been an attempt by the company to "annoy" Apple, that did not mean it was not lawful. Judge Purvis seemed to agree with Swatch's earlier explanation that the phrase was coined by the fictional TV detective Columbo. Purvis found that a previous court official was wrong to say that Swatch's intentions crossed the line between appropriate and inappropriate use of a trademark.
Apple and the world-famous “One more thing”
The phrase "One more thing" has been a famous catchphrase at Apple events for many years and has often been used to surprise excited attendees and spectators with a new product or feature they weren't expecting. Apple even called its Apple Silicon November event "One more thing." Notable "One more thing" surprises in recent years include the 2006 MacBook Pro, the 2008 metal MacBook, FaceTime, the first MacBook Air, the Apple Watch, Apple Music, and the iPhone X. (Image: Apple)
