When Apple’s Steve Jobs said “One more thing” as he wrapped up events, we were often in for a treat. Jobs used the line to introduce the iPod Mini at MacWorld 2004, the aluminium unibody MacBook back in October 2008 and FaceTime video calling for the iPhone 4 back at WWDC 2010. More recently, current CEO Tim Cook used the famous line to first announce the Apple Watch in September 2014. Needless to say, the phrase strongly associated with Apple and the unveiling of new products. That did not stop Swiss watch maker Swatch this week from trademarking the phrase with WIPO, the World Intellectual Property Organization.
It’s not clear how Swatch plans on using its latest trademark. With some early signs already suggesting that the Apple Watch is causing traditional watch sales to slow down, the company is getting ready to jump into wearables with its own smartwatch later this summer. Could it use the “One more thing” phrase as part of the launch or ad campaign? It may also have trademarked it simply to keep Apple from using it.
It’s clear though that Swatch has Apple in its sights. It also trademarked “Tick Different,” a phrase very similar to Apple’s “Think Different” slogan used in ad campaigns between 1997 and 2002.
How many times did Steve Jobs say “One more thing?” He used it at least 31 times between 1999 and 2011.