Italian company 'Steve Jobs' wins battle with Apple to use name

Posted December 30, 2017

Now that the company can officially call themselves Steve Jobs, they're free to market and talk about it. That's right, a clothing company out of Italy named Steve Jobs.

As The Verge reports, it started back in 2012 when Italian brothers Vincenzo and Giacomo Barbato realized Apple hadn't trademarked the name Steve Jobs, so they did instead.

Steve Jobs Inc. was founded by two Italian brothers, Vincenzo and Giacomo Barbato, according to Business Insider Italia(via Quartz). Apple focused on the logo, but because the letter "j" isn't seen as an edible item, the bite mark in it wasn't viewed by the courts as copying Apple's own logo.

Apple's experienced a crushing blow in their recent onslaught of courtroom drama, as the tech giant lost a trademark lawsuit case filed against an Italian clothing company.

But Apple's beef (at least, on paper) was not with the name, but with the logo. The Italian company's logo is a simple "J" with a bite taken out of it. Therefore the company is not is not ripping off Apple's iconic logo and upheld the brother's trademark.

Speaking with Business Insider Italia, the brothers said their goal is to sell electronics, "although they have yet to reveal specific plans there - meaning one day, there could very well be a Steve Jobs phone competing in stores right next to Jobs' own iPhone".

"We are working on a line of highly innovative electronic devices, projects we have been working on for years", they said in a statement.

It seems also that Apple had no claim on the Steve Jobs name, though I would have thought that his family does.

It also isn't just the name but the Steve Jobs logo too that has quite some similarity with that of Apple.