It is noted that Apple has opposed five other small startups with fruit logos stating that they look similar to theirs even though the startups are based on various other sectors. To oppose this, Russell Monson, the founder of Prepear has filed a petition on social media platforms to get help from people to fight against Apple’s costly lawsuit.

He has written in the petition,” Apple has opposed the trademark application for our small business, Prepear, requiring that we change our pear-shaped logo, which is used to represent our brand in the recipe management and meal planning business. Before attacking us, Apple has opposed dozens of other trademark applications filed by small businesses with fruit-related logos. Many of those were changed or abandoned. Most small businesses can’t afford the tens of thousands of dollars it would take to fight Apple.”

He also said, “We are a very small company with only five team members, and the legal costs of our fight for the right of all small business owners to be able to develop their logo without fear have already cost us many thousands of dollars and the sad layoff one of the team members. We are defending ourselves against Apple not only to maintain our logo but to send the message to big tech companies that bullying small ones has consequences.”

Prepear is also gaining people’s support in this and people are leaving angry comments telling Apple to be supportive of such small business rather than bullying them.

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Very contrasting to it the ad series from ‘Underdogs’ is just the opposite from what viewers expect from Apple ads. It features four extremely ordinary Apple employees who are under a pressure to meet the deadline of their work. Amongst them is Vivienne who bore a cold expression on her face while selling her round pizza box.

Apple shows its creativity this time too but with a different flavour and touch. The ad was very well accepted by the viewers because it was unique in its own way back in 2019. The USP of the advertisement was that it could connect well with the viewers by bringing in ordinary employees instead of cool dudes designing iDevices even in their sleep. 

A year later they are again back, but now in a different scenario. Team ‘Underdogs’ are still associated with Apple but now that they are working from home. They can be seen going through the same disturbances just like any other ordinary employees on a normal working day. Their round pizza box (now changed to Pandora’s box)  is still the same and has not been submitted yet. 

Vivienne is all the same in her cold behaviour and urges everyone to submit the project design in a week’s time but that needs to be recyclable. What’s most noticeable is how the team tries to make the design ready in a 7 day time period doing work from home and with the budget cut. Challenges to work from home are immense with kids, Apple devices all around, virtual brainstorming sessions, guided meditations,  need to wear a mask while exercising outside,  then inappropriate attire during video calls, and with a lot of anxiety

The ad in itself is an interesting composition that can build good connectivity with the viewers at the same time turn peoples attention that work from home is difficult for almost every employees but when apple devices are around things tend to be much smoother.

‘Underdogs’ ads have been directed by Mark Molloy 

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