In a trademark case which has attracted attention in the local media, the IP Office of the Philippines (IPOPHL) has dismissed an opposition filed by Apple against a Manila company’s attempt to register MY/PHONE. The tenor of press coverage provides yet another example of the challenges faced by a mega-company enforcing its brand against a local ‘David’. (One blog gleefully told Apple: “Hindi araw-araw pasko!” which translates to ‘not every day is Christmas’). But the reasoning used by the IPOPHL shows that Apple faces a legal conundrum just as frustrating as its PR one, because the notoriety of the iPhone actually worked against it in this case.

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