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Brothers do a neat Italian Job of trademarking 'Steve Jobs'

Vincenzo and Giacomo Barbato with their 'Steve Jobs' brand. (Source: Business Insider Italia)
Vincenzo and Giacomo Barbato with their 'Steve Jobs' brand. (Source: Business Insider Italia)
Vincenzo and Giacomo Barbato have emerged victorious in the legal battle against Apple in naming their brand after Steve Jobs. Their company currently produces clothing and plans to enter into electronics very soon.

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Italian brothers, Vincenzo and Giacomo Barbato, have managed to eat the 'forbidden fruit' and in the end, escape relatively unscathed — at least literally. The brothers named their company 'Steve Jobs' after the iconic Apple founder and as one would expect, invited Apple's wrath.

Italian news outlet, la Repubblica Napoli, reports that shortly after the Barbatos named their brand 'Steve Jobs' back in 2012, Apple dragged them to court but the brothers won the legal battle. Apparently, the Cupertino giant did not trademark its founder's name, which made the court to rule the judgement in favor of the Barbatos. The fact that 'Steve Jobs' was not trademarked was found by the brothers after doing extensive market research.

It didn't stop with the name. The logo of 'Steve Jobs' resembles a 'J' bitten off the side and topped by a leaf — a very Apple-esque representation. The court, however, ruled the decision in favor of the Barbatos as it opined that the letter 'J' was not edible and the cutout, therefore, cannot be taken to be a bite. Hence, it does not infringe on Apple's characteristic bitten Apple logo. The decision was pronounced back in 2014 itself but it is only now that the brothers could lay claim to the brand.

Vincenzo and Giacomo currently produce clothing, bags, and other fashion items under the 'Steve Jobs' brand. They soon intend to expand into electronics, which they say have been working on for quite some time. It will be surely be interesting to see what new innovations 'Steve Jobs' has in store in the days to come.

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Vaidyanathan Subramaniam
Vaidyanathan Subramaniam - Managing Editor - 1390 articles published on Notebookcheck since 2012
Though a cell and molecular biologist by training, I have been drawn towards computers from a very young age ever since I got my first PC in 1998. My passion for technology grew quite exponentially with the times, and it has been an incredible experience from being a much solicited source for tech advice and troubleshooting among family and friends to joining Notebookcheck in 2017 as a professional tech journalist. Now, I am a Lead Editor at Notebookcheck covering news and reviews encompassing a wide gamut of the technology landscape for Indian and global audiences. When I am not hunting for the next big story or taking complex measurements for reviews, you can find me unwinding to a nice read, listening to some soulful music, or trying out a new game.
contact me via: @Geeky_Vaidy
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> Notebook / Laptop Reviews and News > News > News Archive > Newsarchive 2017 12 > Brothers do a neat Italian Job of trademarking 'Steve Jobs'
Vaidyanathan Subramaniam, 2017-12-29 (Update: 2017-12-29)