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.

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.


static version load dynamic
Loading Comments
Comment on this article
Please share our article, every link counts!
> 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)
Vaidyanathan Subramaniam
I am a cell and molecular biologist and computers have been an integral part of my life ever since I laid my hands on my first PC which was based on an Intel Celeron 266 MHz processor, 16 MB RAM and a modest 2 GB hard disk. Since then, I’ve seen my passion for technology evolve with the times. From traditional floppy based storage and running DOS commands for every other task, to the connected cloud and shared social experiences we take for granted today, I consider myself fortunate to have witnessed a sea change in the technology landscape. I honestly feel that the best is yet to come, when things like AI and cloud computing mature further. When I am not out finding the next big cure for cancer, I read and write about a lot of technology related stuff or go about ripping and re-assembling PCs and laptops.