Irish software development studio Probendi is suing Apple in a Milan court for using its "iWatch" trademark in Europe as part of a Google AdWords campaign, reports Bloomberg. Apple has been paying for sponsored links on Google in an attempt to redirect users that search for "iWatch" to the Apple Watch website, in order to avoid missing out on customers that search for the wrong product name.
“Apple has systematically used iWatch wording on Google search engine in order to direct customers to its own website, advertising Apple Watch,” says a tribunal filing obtained by Bloomberg. “Apple never replied to our requests and objections, while Google said they are not responsible for links.”
"iWatch" was a commonly used name to refer to Apple's much-rumored smartwatch before it was released, however the device was ultimately named the Apple Watch. Apple filed for "iWatch" trademarks in Japan, Mexico, Russia, Taiwan, Turkey and other countries, but Probendi has owned the trademark in Europe since 2008 for its health and safety communication software.
Google's AdWords trademark policy states that it "will investigate and may enforce certain restrictions on the use of that trademark in AdWords text ads," but the company has yet to take any action against Apple. As of writing, searching for "iWatch" on Google in France, Germany, Italy, Spain, the United Kingdom and multiple other European countries still displays Apple Watch sponsored text ads.
Probendi originally planned to capitalize on Apple's announcement of the Apple Watch last year by using its "iWatch" trademark in Europe to launch its own Android smartwatch, but company director Daniele Di Salvo now says the project is “in standby.”
A hearing in the iWatch case is scheduled for November 11.
Friday December 5, 2025 9:40 am PST by Tim Hardwick
Apple is about to release iOS 26.2, the second major point update for iPhones since iOS 26 was rolled out in September, and there are at least 15 notable changes and improvements worth checking out. We've rounded them up below.
Apple is expected to roll out iOS 26.2 to compatible devices sometime between December 8 and December 16. When the update drops, you can check Apple's servers for the ...
Friday December 5, 2025 10:08 am PST by Joe Rossignol
Intel is expected to begin supplying some Mac and iPad chips in a few years, and the latest rumor claims the partnership might extend to the iPhone.
In a research note with investment firm GF Securities this week, obtained by MacRumors, analyst Jeff Pu said he and his colleagues "now expect" Intel to reach a supply deal with Apple for at least some non-pro iPhone chips starting in 2028....
Monday December 8, 2025 4:54 am PST by Tim Hardwick
Apple is actively testing under-screen Face ID for next year's iPhone 18 Pro models using a special "spliced micro-transparent glass" window built into the display, claims a Chinese leaker.
According to "Smart Pikachu," a Weibo account that has previously shared accurate supply-chain details on Chinese Android hardware, Apple is testing the special glass as a way to let the TrueDepth...
Monday December 1, 2025 2:40 am PST by Tim Hardwick
Apple's iPhone development roadmap runs several years into the future and the company is continually working with suppliers on several successive iPhone models at the same time, which is why we often get rumored features months ahead of launch. The iPhone 18 series is no different, and we already have a good idea of what to expect for the iPhone 18 Pro and iPhone 18 Pro Max.
One thing worth...
Monday December 8, 2025 10:18 am PST by Juli Clover
Apple today seeded the second release candidate version of iOS 26.2 to developers and public beta testers, with the software coming one week after Apple seeded the first RC. The release candidate represents the final version iOS 26.2 that will be provided to the public if no further bugs are found.
Registered developers and public beta testers can download the betas from the Settings app on...
Apple's senior vice president of hardware technologies Johny Srouji could be the next leading executive to leave the company amid an alarming exodus of leading employees, Bloomberg's Mark Gurman reports.
Srouji apparently recently told CEO Tim Cook that he is "seriously considering leaving" in the near future. He intends to join another company if he departs. Srouji leads Apple's chip design ...
Monday December 8, 2025 9:23 am PST by Joe Rossignol
Apple's chipmaking chief Johny Srouji has reportedly indicated that he plans to continue working for the company for the foreseeable future.
"I love my team, and I love my job at Apple, and I don't plan on leaving anytime soon," said Srouji, in a memo obtained by Bloomberg's Mark Gurman.
Here is Srouji's full memo, as shared by Bloomberg:I know you've been reading all kind of rumors and...
You'd expect things to be starting to wind down for the holidays by now, but that doesn't seem to be the case yet in the world of Apple news, with Apple just about ready to release iOS 26.2 and other operating system updates to the public.
There was also a flurry of news this week about Apple executive departures, some expected and some not so expected, while we also learned that Apple and...
A U.S. appeals court has upheld a temporary restraining order that prevents OpenAI and Jony Ive's new hardware venture from using the name "io" for products similar to those planned by AI audio startup iyO, Bloomberg Law reports.
iyO sued OpenAI earlier this year after the latter announced its partnership with Ive's new firm, arguing that OpenAI's planned "io" branding was too close to its...
Probendi originally planned to capitalize on Apple's announcement of the Apple Watch last year by using its "iWatch" trademark in Europe to launch its own Android smartwatch ('https://www.macrumors.com/2014/10/29/probendi-android-iwatch/'), but company director Daniele Di Salvo now says the project is "in standby."
I own an online advertising agency that manages Google Adwords ads for many clients and I'm a Certified Google Adwords Professional. You can bid on any trademarked keyword, but you can not include the trademarked word in your ad.
The people who manage Apple's ads on Google did nothing wrong here.
Anyone who does this for a living knows these specific details about Google's advertising policies, so it's a level playing field. For example, Probendi (or anyone else) could even bid on the keyword "apple watch" and there's nothing Apple can do about it as long as "apple watch" isn't anywhere in the ad text.
Yep, because I can release a trike called a BMW, (which is not a car), and they wouldn’t get upset about it.
Actually BMW manufacturers motorcycles. It's very similar, so yes, they would get upset about it. Now if your BMW made waffles, then shoot for the stars buddy.
