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Apple loses legal challenge to Swatch using Steve Jobs' 'One more thing' phrase

Apple has lost a legal bid to block the Swiss watchmaker Swatch from registering Steve Jobs’ famous “One more thing” saying as a trademark in the UK.

A High Court judge denied the US tech company’s effort on Monday, despite acknowledging that Swatch may have trademarked the phrase in order to irritate Apple.

The two companies have been engaged in multiple legal tiffs in recent years as Apple has taken a bite out of the Swiss watch industry with its internet-connected Apple Watch.

Swatch had objected to Apple trademarking the term “iWatch” ahead of the device’s launch, although it is unclear if this forced the iPhone maker to drop the name.

Apple had objected to Swatch registering the “One more thing” trademark in the UK, a phrase that was often used by Mr Jobs to announce new products at the end of Apple presentations.

The company said that the Swiss company had applied for the trademark in “bad faith” and that it had been associated with Apple for more than 20 years.

However, on Monday, judge Iain Purvis overturned a previous decision that sided with Apple, saying that even if Swatch had meant to “annoy” Apple, the company could not stop it from doing so.

He added that the phrase may have originated with the 1970s television detective Columbo, a character who was known for cornering criminals by asking “just one more thing”.

Apple has also failed to block Swatch from trademarking the phrase in Australia, and lost a Swiss legal battle over the company trademarking “Tick Different”, which it said was too similar to Apple’s “Think Different”.

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