Apples quick decision and Cartier’s swift reaction saves Apple Inc from Getting into another controversy

Cartier International, the worldwide acclaimed luxury watch maker filed complaint against Apple for allowing a third party iPhone developer to post an application in the iTunes App Store that display an image of a watch, which Cartier claims to contravene the original design. The company says that the app infringed on a trademark that was held by Compagnie Financiere Richemont SA, its Swiss parent company for the Tanks watches.


Even though after a while Cartier withdrew the complaint, the watch maker initially insisted that it had never given Apple the authority to use an image that resembles any of the company’s watches. But, the fact is, the iPhone app titled Fake Watch was a mere software representation of a collection of watch designs from famous brands. It was not until Apple removed the application from the App Store; Cartier showed any interest in withdrawing the complaint. But as soon as it was removed, the company pulled the lawsuit and retreated from its earlier stunts. In support, on behalf of Cartier, Fox Rothschild LLD attorney Jonathan Lagarenne said – “Our concerns have been addressed”.


Let’s take a look at what the application was all about. Well, Fake Watch was a simple free app that allowed users to view the time on their iPhone or iPod Touch, for which they used images that resembled some of the watch designs from Cartier. The developers further posted a premium paid version of the app known as “Fake Watch Golden Edition” in the App Store. In both the versions they used look-a-like images of famous wrist watches.


To the much astonishment of the developers, Cartier feared that this might affect its fancy watch business and thus filed a lawsuit against Apple for not considering it. Surprisingly, Cartier filed the lawsuit against Apple and not the developers of the application. However, Apple did not make any comment to defend itself, but tactfully removed the application from the store.


Considering Apple’s bad track record for rejecting applications, this could have led the company into another controversy. Since people are already criticizing their application approval procedure, this issue might have had a huge impact on the company’s reputation. However, Apples quick decision and Cartier’s swift reaction has saved Apple from getting into another argument.