Before everyone jumps on the Apple-hate bandwagon, keep in mind that unlike copyright, which is implicitly granted upon authorship, and patent rights, which are

Before everyone jumps on the Apple-hate bandwagon, keep in mind that unlike copyright, which is implicitly granted upon authorship, and patent rights, which are guaranteed upon successful filing, holding a trademark demands a vigorous defense. If Apple were not to lodge complaints like this (and the one against PlaNYC), then they run the risk of becoming the next Xerox or Kleenex. In other words, the goal here is not necessarily to get Woolworths to change their logo, but rather to get it on the record that they were defending their brand. (see for more: http://en.wikipedia.org/wiki/Trademark#Maintaining_trademark_rights http://en.wikipedia.org/wiki/Trademark#Maintaining_trademark...)