Last year Australia’s largest supermarket chain, Woolworths changed its logo to enforce its commitment to fresh food. The new design features the trademark ‘W’ in a rounded green font. But, Apple isn’t happy, claiming the symbols are too alike and demanding regulators to reject the chains branding.

The symbol does bear a resemblance to a piece of fruit, but Wooworths insist that the logo represents the letter W, reflecting ‘freshness’. They also disagree with Apples claims that the two symbols will confuse consumers, who may be unable to differentiate between the two brands.

Apple, which has declined to comment on the case, has had run-ins in the past over the trademark. Last year Apple wrote a letter to the Canadian-based Victoria school of Business and Technology stating that the school logo was too similar to Apple’s and that it gave the impression that the company condoned the schools activities.

Hans Hulsbosch, the man who designed the Woolworths logo in question, thinks there is no case to answer. He said Apple is taking trademark protection to the extreme. “Based on this logic, they would have to take action against every fruit-seller.”

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