Apple retail format – groundbreaking or just another trademark?

By Lee Curtis and Rebecca Field

The European Court of Justice has found that Apple’s representation of the layout of a retail store can potentially be registered as a trademark. While the media has labelled the case ‘groundbreaking’, does it really offer anything new?

On July 10 2014 the European Court of Justice (ECJ) found that a representation of the layout of a retail store could potentially be registered by Apple, Inc following a refusal by the German Patent Office. The decision has been heralded by some – particularly in the trade press – as groundbreaking for the retail market.

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Issue 71