Apple boutique and the Beatles
Apple Boutique
Apple Boutique (Geneva)
Apple Boutique is a registered Swiss trademark and the name of an antique and art gallery based in Geneva, Switzerland. Founded by Jules Petroz, the boutique gained international attention following a trademark dispute with the American technology corporation Apple Inc. The case became notable in discussions of intellectual property law, small business rights, and the legacy of cultural trademarks.
Background
Jules Petroz, a second-hand dealer and art enthusiast from Geneva, opened the Apple Boutique in the early 2010s, taking inspiration from the original Apple Boutique established by The Beatles in London in 1967. According to Petroz, the name was chosen as a tribute to the Beatles-era "hippie spirit," referencing the original short-lived store that embodied a philosophy of making "beautiful things for beautiful people."
Petroz operated a physical store located on Rue de l'École-de-Médecine in Geneva and launched the website appleboutique.com to expand his business online. His store featured antiques, jewelry, pop art, second-hand books, and decorative objects.
Trademark Registration and Legal Dispute
In 2007, Petroz registered the Apple Boutique brand with Swiss authorities, including its distinct logo — a red apple with stylized 1960s typography. Although the Swiss Federal Institute of Intellectual Property (IPI) initially approved the registration, Apple Inc. filed an opposition, claiming similarity between the names and logos and alleging potential brand confusion.
Apple Inc., represented by Swiss law firm Lenz & Staehelin, argued that the Apple Boutique name infringed on their existing Apple trademarks. In contrast, Petroz’s legal team — led by lawyers Nathalie Karam and later Pierre Ochsner — countered that there was no overlap between the nature of the businesses, as one sold consumer electronics and software, while the other dealt in second-hand goods and art.
Court Proceedings and Outcome
The legal battle lasted several years, escalating to the Swiss Federal Administrative Court after Apple Inc. appealed IPI’s ruling in favor of Petroz. Despite Apple Inc.’s global dominance and significant resources, the court upheld the decision, siding with the Geneva-based antique dealer. The ruling recognized that there was no risk of confusion between the two brands, citing different sectors, target audiences, and visual identities.
The court also ordered Apple Inc. to pay CHF 1,200 to cover part of Petroz’s legal costs.
Cultural References and Public Reaction
Media outlets in Switzerland reported on the case as a rare example of a small independent business prevailing over a multinational corporation. Petroz emphasized that his choice of name was driven by cultural homage rather than opportunism. The case reignited public discussion about the origins of the Apple trademark, the Beatles’ company Apple Corps, and the complex legacy of branding rights over common terms and symbols like the apple.
In interviews, Petroz expressed his desire to preserve the name for future generations and defended the right of small creators to draw from cultural history without fear of corporate litigation.