A few days ago we informed you that the Swiss company Swatch was quick to register the mythical phrase used by Apple in the time of Steve Jobs in its Keynotes, «One more thing«. Speculation quickly began and we wondered what has gone through the minds of those of Swatch to get to annoy Apple with this action.
We are talking about that from now on those of Cupertino will have restricted the use of that phrase that, although with the arrival of Tim Cook it has only been used in the presentation of the Apple Watch, surely they had planned to use it on other occasions. Nevertheless, It seems that everything does not look as it was believed and those responsible for Swatch have rushed to explain the real reason that the phrase was registered.
The truth is that it is not entirely clear that the record of the mythical phrase used by Jobs «One more thing»It was pure chance, but that is what the people of Swatch want to make believe to society and more specifically to those of the bitten apple. The fact is that while the CEO of Swatch is dedicated to ridiculing the Apple Watch, other responsible defend themselves against the registration of the sentence, that is why We cannot understand what the internal communication channels of this prestigious watch brand are like.
Let's go to what we have anticipated. Those from Swatch have explained that the way they work is to register certain phrases that will be used with future watch collections. At this time we can see collections inspired by the word Centrino, others related to Moitie-Moitie and now a supposed collection that has not seen the light related to the phrase One more thing.
Now the phrase One more thing It has not been chosen for being related to Apple and thus take advantage of the media pull of it, that is what the Swatch have explained. It is a phrase that according to them has really been taken from film noir because really his new collection is going to be inspired by this type of cinema.
The fact is that according to them the aforementioned phrase is used in the series Inspector Columbo, which in Spain was translated as Lieutenant Colombo and that is why they have registered it. However, the premises are unfounded because if we analyze the period in which film noir is supposed to appear, it began in 1930 and ended in 1950. However, the Columbo series began in 1968 and ended in 1991 so it could not be placed within the era of film noir.
In short, they have tried to explain an action that will surely have consequences. We'll see if in the end the Apple Watch is a toy as the CEO of Swatch says and if Apple will stop to give a forceful answer to the Swiss.
It has neither head nor tail. This world is increasingly gritty in its lack of common sense; If we put ourselves like this, who used the expression for the first time? It is a colloquial phrase that we have all used and we use many times. Are they going to ban the use of it? Will they ask for a fee for it? ...
Every day that passes I see how business tactics are based more on beating up the competition than on dedicating themselves to innovation and product quality.