Of course, Apple made a decision to sue them over the trademark and lost their fight in court. They've had battles with some of the best like Samsung, Qualcomm, and Amazon.
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Also, while it is only natural Apple would be suing the company founders, Vincenzo and Giacomo Barbato, and which it did with full gusto, the court ruled in favor of the Barbato brothers claiming that unlike an apple, the letter "J" isn't edible. The battle in court lasted until 2014 but the company was not allowed to talk about their victory until the trademark was issued to them. They put the name on their clothing line and quickly found themselves in the middle of a lawsuit with Apple. It said the brothers should be free to carry on using their trademark. The company manufactures clothing and accessories and has a logo that is very similar to Apple's "bitten apple" logo.
A protracted legal battle has ended in victory for the pair after their logo, a capital J with a bite taken out of it that bears a resemblance to Apple's own logo, was deemed not to be a trademark breach by the EU's Office for Harmonisation in the Internal Market.More news: Apple apologizes after outcry over slowed iPhones, will offer cheaper battery replacements
The company plans to continue on with their clothing business and are basking on their win over Apple.
Italian Steve Jobs now makes jeans, clothing and accessories, but they hope to venture into electronics soon.
'We are working on a line of highly innovative electronic devices, projects we have been working on for years, ' the pair said.
It also isn't just the name but the Steve Jobs logo too that has quite some similarity with that of Apple.