In 2008, Apple, Inc., no stranger to trademark disputes, moved to block GreeNYC, a New York City environmental campaign, from trademarking their logo. (Part of the trademarking process allows parties to oppose pending applications.) Apple claimed that the GreeNYC logo could cause "consumer confusion resulting in damage and injury" to Apple, as well as "dilution of the distinctiveness of Apple's trademark." New York City maintained that no consumer was likely to be confused and that Apple's claim lacked merit.

In 2009, Apple similarly moved to block the Australian company Woolworths (a retail chain unrelated to the American department store founded in the 1800s) from trademarking a new logo, contending that if the Australian trademark office allowed the registration, Woolworths would be able to affix the logo to multiple products, including electronics (which they already made) and cause confusion among consumers (Raphael). What do you think? As a consumer, would the GreeNYC proposed logo or that of Australia's Woolworths cause confusion? Would you associate either one or both with Apple, Inc.? Why or why not? Do you think Apple is right to so vigorously protect its company identity?