Apple Takes On Big Apple In Logo DisputeApple Takes On Big Apple In Logo Dispute

The Big Apple has been known as such for nearly 100 years, but Steve Job's Apple doesn't want New York to actually advertise with an apple logo.

The Macintosh computer, iPod, and iPhone maker recently filed papers with the U.S. Patent and Trademark Office complaining that New York City's apple logo, identifying the GreeNYC initiative, infringes on its trademark. Mayor Michael Bloomberg launched the initiative last June to encourage New Yorkers to help preserve the environment and reduce emissions by 30%.

NYC & Company, the nonprofit group that promotes tourism and development in the five boroughs, filed an application to claim its apple logo almost a year ago. The group began using the logo on its Web site and promotional materials. Most recently it appears on a limited-edition organic cotton grocery bag sold at Whole Foods Markets in the Northeast. Some of the proceeds from the bag sales will support a plan to plant 1 million new trees in New York City over the next 10 years.

New York City's apple logo is based on the infinity symbol. In most representations, it is green, with a left-leaning leaf and a stem, but the trademark application is based on style, not color.

Apple claims that New York City's logo will confuse consumers, while damaging and diluting its brand, which the computer and electronics company markets with a rainbow-colored apple with a right-leaning leaf. The company points out that it has three retail stores in Manhattan and market studies have deemed Apple one of the top two brands in the world.

Though the origin of the term "the Big Apple" isn't entirely clear, it can be found in news reports dating back to the 1930s. New York's connection with the fruit goes back much farther than that. The first European settlers brought seeds to New York in the 1600s and colonists were known to enjoy hard apple cider as well as dried apples, according the state's association of apple growers.

New York State is the second largest apple producer in the United States, with nearly 700 growers and sprawling orchards that begin just north of New York City and produce an average of 25 million bushels each year. The apple is the state fruit.

New York City's "I love NY" campaign, launched in 1971, also promoted the city using the symbol on souvenirs.