Ikea: Campaign advertises with "Äpple" and bitten apple – Apple involved?
Ikea advertises a product launch with images that are very reminiscent of Apple's brand – including the name. Cupertino's involvement is questionable.
"Ikea + Äpple" campaign: Apple has already sued companies for less.
(Image: Ikea)
The furniture giant Ikea is advertising with an Apple-inspired logo in a PR campaign. In a message sent to journalists in Germany, an Ikea logo in blue is visible against a yellow background, to which a heart and a twice-bitten apple are attached. “IKEA ❤ Äpple—it's going to be crisp soon” is the headline of the PR message, along with the note that there will be an announcement on October 30th.
Fruit from Ikea
Mac & i has inquired with both Apple and Ikea whether this is a joint campaign—perhaps in the area of smart home. There have been no answers so far. However, the presentation does not seem as if Apple is involved. The company is very concerned about its image. The company uses neither references to fruit nor such “natural” logos—even if Ikea's version is strongly oriented towards the real brand. The name “Äpple” also doesn't sound like Apple.
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If this cooperation does not exist, Ikea is likely to face legal problems and would have acted rather carelessly. Apple regularly takes legal action against companies that use Apple logos—and even those with pears. Apple has thus argued with a Norwegian party or a small Bonn caf�. However, from a trademark law perspective, the company is also obliged to take action against potential infringements; otherwise, it risks losing the trademark itself.
Smart Home from Sweden
Ikea has been selling its smart home accessories for years. Currently, for example, lights, electric blinds, WLAN speakers, air purifiers, or smart plugs are on offer. Apart from speakers (HomePod, HomePod mini) and Apple TV devices (as Home Hub), Apple itself currently sells no smart home accessories but offers its platform with Apple HomeKit. However, devices such as cameras are reportedly planned for the future, as well as a “novel home device” as a home hub.
Smart home systems have been increasingly converging recently—also thanks to the overarching standard Matter. However, this is by no means free of technical problems. In addition, it takes a very long time for new versions—which support more devices with more functions, for example—to reach the devices.
(bsc)
