🔸 Apple and Swatch have often clashed one another over their trademark applications, from I-Watch’ to I-Swatch, ‘Think different’ to ‘Tick Different’ and now “One more thing” which Steve Jobs would often say at the end of many Apple Inc. keynote, giving his cue for announcing a surprise new product since 1998. Swatch had applied to registered the catchphrase via an international application and this was opposed by Apple on the basis of bad faith, to block Apple from using the catchphrase and also an attempt to annoy Apple. Swatch appealed and the England and Wales High Court (“EWHC”) allowed the appeal. The EWHC concluded that Swatch’s ‘motivation to annoy Apple’ could not be sufficient to amount to bad faith and that there is no evidence to show that that the registration would undermine Apple’s business.