Apple is locked in a high-stakes legal fight over the rights to its
iPad brand in China, but the technology giant is just one of many
multinational companies to have come unstuck while trying to navigate
the country's complex trademark system.
Drug company Pfizer, auctioneer Sotheby's, luxury fashion house Hermes
and coffee chain Starbucks, along with many others, have fought court
battles over trademarks and logos in China - with mixed results.
Legal experts describe a situation where the law favours opportunistic
"trademark squatters", who register trademarks - often by the hundred
- in the hope of turning a quick profit, rather than the companies who
actually use them to do business.
"It's a first-to-file jurisdiction, so foreign companies with
well-known brands are advised to come in here as soon as possible and
register their trademarks," says Stan Abrams, a US lawyer, who teaches
intellectual property law at Beijing's Central University of Finance
and Economics.
By contrast, the US operates a "first-to-use" system meaning that the
party that files for a trademark has to show that is has used, or
intends to use, the trademark for business purposes.
Infringements
Reports suggest that Facebook is working hard to solve trademark
infringements in China as it prepares for its massive share listing.
Individuals can also encounter problems.
Apple is locked in a high-stakes legal fight over the rights to its
iPad brand in China, but the technology giant is just one of many
multinational companies to have come unstuck while trying to navigate
the country's complex trademark system.
Drug company Pfizer, auctioneer Sotheby's, luxury fashion house Hermes
and coffee chain Starbucks, along with many others, have fought court
battles over trademarks and logos in China - with mixed results.
Legal experts describe a situation where the law favours opportunistic
"trademark squatters", who register trademarks - often by the hundred
- in the hope of turning a quick profit, rather than the companies who
actually use them to do business.
"It's a first-to-file jurisdiction, so foreign companies with
well-known brands are advised to come in here as soon as possible and
register their trademarks," says Stan Abrams, a US lawyer, who teaches
intellectual property law at Beijing's Central University of Finance
and Economics.
By contrast, the US operates a "first-to-use" system meaning that the
party that files for a trademark has to show that is has used, or
intends to use, the trademark for business purposes.
Infringements
Reports suggest that Facebook is working hard to solve trademark
infringements in China as it prepares for its massive share listing.
Individuals can also encounter problems.
The technology giant says it bought the rights to the iPad name in
China and nine other countries from the Taiwan unit of a now
struggling Hong Kong electronics company called Proview International
for £35,000 in 2009.
Proview International had registered the name back in 2001 and used it
to develop its own device, which was not a big success.
However, a Chinese court in Shenzhen ruled in November that the
trademark belonged to Shenzhen Proview, a mainland Chinese unit of
Proview International. Apple's appeal in that case begins on
Wednesday.
Apple maintains that the 2009 contract gave it worldwide rights to the
iPad name and Proview "refuses to honour their agreement with Apple in
China" while Shenzhen Proview has claimed to be unaware that the
Taiwan unit signed away the trademarks.
Apple declined to comment further given that their case is still
pending in China, while Roger Xie, a Chinese lawyer representing
Shenzhen Proview contacted by BBC News, said he was too busy to answer
questions about the case.
Time pressure?
Experts say that Apple's problems most likely stem from a lack of due
diligence on the 2009 trademark deal.
"My personal guess is that they were under immense time pressure,"
says Eugene Low, a trademark lawyer at Mayer Brown JSM in Hong Kong.
"It's very surprising that they overlooked this problem. Anyone can go
to the PRC trademark office's online database and do a simple search
that would reveal the owner."
While Proview still claims ownership of the iPad brand and is asking
commercial authorities to ban iPad sales in some Chinese cities, Mr
Low says ultimately it is in the interests of the company and its
creditors to settle the case.
"It's not in their interest for Apple to stop selling iPads in China.
They want to realise whatever assets Proview has."
Mr Abrams says the sticking point is likely to be the amount Proview
is prepared to settle for.
"I have a feeling what they (Proview) can live with and what Apple can
live with are very far apart. It's the only asset left for this
company essentially... and there are rumours that Proview is being
manipulated by its creditors."
According to a report by Bloomberg news agency, Shenzhen Proview is
controlled by its creditors, including two of China biggest banks -
Bank of China and China Minsheng Banking Corp.
Politics?
Mr Abrams says that Apple and its contractors employ millions of
workers in China and this will work in the technology giant's favour
should the case "turn political", as he puts it.
"Who is more important as a company to this country?" he asks. "Apple
is a big employer, the products are popular, it's a big multinational,
it pays taxes. Proview is a non-entity"
"If politics are involved at all, then Apple looks pretty good."
Many foreign companies have weathered disputes over their intellectual
property in China.
Earlier this week Hermes lost a Shanghai court case over a translation
of its name and Pfizer fought and lost a long court battle over the
Chinese name of its Viagra brand, which was registered first by a
Chinese company.
Starbucks and Sotheby's, however, both won their cases against Chinese
companies using translations of their names.
While the Proview case is embarrassing and could ultimately prove
costly for Apple, it is unlikely to deal a devastating blow to its
business in China, where fights have broken out as customers scrambled
to purchase new Apple products.
"Worst-case scenario is rebranding in China but even with that people
are still going to buy their products. It's not going to kill them,"
says Mr Abrams.
"If there's any lessons to be learned it's due diligence and making
sure your lawyer doesn't screw up when you sign your contract."
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