On 8 June, the European Court of First Instance ruled on a dispute that has been ticking over between two famous companies for more than five years: the Californian Apple Inc and the Swiss watchmaker Swatch AG. Carole Roger <https://www.mondaq.com/redirection.asp?article_id=1210854&company_id=30460&redirectaddress=https://novagraaf.com/en/people/carole-roger> examines the implications. In 1997, Apple launched its emblematic advertising campaign Think Different <https://en.wikipedia.org/wiki/Think_different> (used until 2002) featuring, in black and white, celebrities such as: Albert Einstein, Bob Dylan, Martin Luther King, John Lennon, Muhammad Ali, Maria Callas, Pablo Picasso, Mahatma Gandhi, and many others (see the video here: Apple - Think Different - Full Version <https://www.youtube.com/watch?app=desktop&v=5sMBhDv4sik>). https://www.mondaq.com/france/trademark/1210854/think-different-think-proof-...