Those who have their hands on, on Apple’s newly launched, iOS 12 beta version of next major update for iPhone and iPad devices, have noticed a new Siri shortcut application that will allow users to automate some of their common tasks. However, a small tech company called Shift had sued Apple for Allegedly copying its icon, which is almost similar to the icon used in the Siri shortcut.
According to the lawsuit Apple has copied the logo of a small tech company named Shift, which uses the blockchain technology to create websites. Shift says that Apple’s Siri shortcut carries a striking similarity of their own company’s logo.
Shift has asked Apple to “Stop infringing on our intellectual property” or pay $200,000, which will cover the cost to “rebrand using a world-renowned design firm.” A Shift spoke person said:
“It’s mind-blowing that Apple, the firm with the biggest cash pile in history, the firm that is so design-oriented, had to copy our logo.”
According to Shift, Apple’s new shortcut icon for its Siri application is causing “confusion in the marketplace,””, However, its legal representative says “customers have come to associate the logo with the Shift brand.” (via The Sun):
“Our client has spent and continues to spend substantial time and effort in advertising, and promoting its mark as the source of its downloadable application,” Shift’s legal representative wrote.
“Customers have come to recognize and associate the Shift trademark as the source of our client’s product. As a result, the Shift trademark has become an asset of substantial value and a symbol of our client’s goodwill.”
Shift also says that it is “Hopeful to receive a payment from Apple because the company has such a “do-right-by-the-community-brand.”
However, if we look at the icon of Siri application on iOS 12 and logo of Shift company, both these logos carry very few similarities that it is very unlikable that this lawsuit amounts to anything more than a publicity stunt for Shift.