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Apple can't stop Swatch trademarking 'One More Thing', says judge

Steve Jobs
Steve Jobs (Image credit: Rene Ritchie/iMore)

What you need to know

  • Apple cannot stop Swatch from trademarking the famous 'One More Thing' phrase used by Steve Jobs and Apple.
  • A London Judge said the use of a trademark in this instance was appropriate.

Apple has lost a court fight where it was attempting to stop Swiss company Swatch from trademarking the "One More Thing" phrase famously used to surprise watchers and attendees of Apple events.

Reported by Bloomberg:

"One more thing," Steve Jobs would say at the end of many an Apple Inc. keynote, giving his cue for announcing a surprise new product. But Apple can't keep its founder's turn of phrase for itself, a London judge ruled Monday as he sided with Swiss watchmaker Swatch Group AG in a long-running dispute over trademarks.

The fact that Swatch had previously registered the trademark emerged in 2015, and Judge Iain Purvis told the court that the registration might well have been an attempt by the company to "annoy" Apple, but that didn't mean it wasn't lawful. Judge Purvis seems to have agreed with Swatch's earlier explanation that the phrase was coined by fictional TV detective Columbo. Purvis noted that a previous court officer was wrong when they said "Swatch's intentions had stepped over the line between the appropriate and inappropriate use of a trademark."

The phrase "One More Thing" has been a famous quip at Apple events for many years, and was often used as a way of surprising excited attendees and viewers with a new product or feature they weren't expecting. Apple even named its November Apple silicon event 'One More Thing'. Notable 'One More Thing' surprises of the last few years include the 2006 MacBook Pro, the Metal MacBook from 2008, FaceTime, the first MacBook Air, Apple Watch, Apple Music, and the iPhone X,

Stephen Warwick
News Editor

Stephen Warwick has written about Apple for five years at iMore and previously elsewhere. He covers all of iMore's latest breaking news regarding all of Apple's products and services, both hardware and software. Stephen has interviewed industry experts in a range of fields including finance, litigation, security, and more. He also specializes in curating and reviewing audio hardware and has experience beyond journalism in sound engineering, production, and design.

Before becoming a writer Stephen studied Ancient History at University and also worked at Apple for more than two years. Stephen is also a host on the iMore show, a weekly podcast recorded live that discusses the latest in breaking Apple news, as well as featuring fun trivia about all things Apple.

3 Comments
  • Why bother, it is just free advertisement, every time swatch say it, people will be reminded of the brilliance of Apple and Steve Jobs.
  • Only thing would be that Cook couldn't, at the end of an event say "Oh, one more thing", if he wanted to. That's wrong. If Apple doesn't oppose it, they essentially agree with it.
  • That's BS. They shouldn't be allowed to trademark a phrase that was clearly used before their use of it. Not that Apple or Columbo should be able to either. Swatch's assertion that Apple didn't come up with it, Columbo did, doesn't seem to support their ownership.