updated 09:36 am EDT, Mon May 5, 2014
Blocks attempted against other past iWatches
A representative for Swatch says that the company will attempt to block Apple attempts to trademark the "iWatch" name, according to Watson. The Swiss watchmaker has an "iSwatch" line of watches, and claims that Apple calling its product the iWatch could cause confusion. US filings indicate that Swatch has blocked attempts by other entities to trademark "iWatch" in the past.
Apple is believed to be using shell companies to register the iWatch trademark around the world, in preparation for a device launch later this year. Swatch's efforts could potentially force Apple to change the product's name, but a more likely outcome is a business agreement that will allow Apple to proceed. In 2007 Cisco briefly filed a lawsuit against Apple over the term "iPhone," which the former had been using for VoIP phones. The two quickly settled out of court though, and both companies retained rights to the iPhone name, although the Cisco line had already been rebranded.