Apple Inc. has filed a challenge against a federal trademark registration attempt by GreeNYC, the first saying that the companies’ logos are too similar (see picture in the upper left corner).

As company officials put it, the use of such a logo would lead to “consumer confusion resulting in damage and injury” to Apple and would also „cause dilution of the distinctiveness” of Apple’s trademark. Last year, Apple’s brand was ranked by Interbrand Corp the 33rd most valuable brand in the world; it is currently estimated to be worth more than $11 billion.

According to The International Business Times, GreeNYC holds its position, as the company considers that its infinity apple symbol and the group's environmental approach are unique, and that there is no infringement what so ever. The United States Patent and Trade Office received the logo application from GreeNYC in May 2007; four months later, Apple filed its opposition.

What remains to be done is to comission surveys, in order to determine whether or not people are indeed confused by the two versions of the apple. GreeNYC is environment-related plan for New York that expects to reduce carbon emissions in the city by 30 percent by 2030, to promote low energy lighting, recycling and to increase the use of reusable shopping bags.