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專欄 - 蘋果2_0

蘋果、唯冠商標(biāo)爭(zhēng)奪戰(zhàn)上海庭審直擊

Philip Elmer-DeWitt 2012年02月24日

蘋果(Apple)公司內(nèi)部流傳著一個(gè)老笑話,,那就是史蒂夫·喬布斯周圍是一片“現(xiàn)實(shí)扭曲力場(chǎng)”:你離他太近的話,,就會(huì)相信他所說(shuō)的話,。蘋果的數(shù)百萬(wàn)用戶中已經(jīng)有不少成了該公司的“信徒”,而很多蘋果投資者也賺得盆滿缽滿,。不過(guò),,Elmer-DeWitt認(rèn)為,在報(bào)道蘋果公司時(shí)有點(diǎn)懷疑精神不是壞事,。聽他的應(yīng)該沒錯(cuò),。要知道,他自從1982年就開始報(bào)道蘋果,、觀察史蒂夫·喬布斯經(jīng)營(yíng)該公司,。
長(zhǎng)達(dá)四小時(shí)的庭審氣氛緊張,法官當(dāng)庭勸誡雙方保持克制,。

唯冠公司推出的i-Pad

????一方是全球最具價(jià)值的公司,另一方是正處于困境的中國(guó)電子產(chǎn)品制造商,,如果無(wú)法籌措到資金將被香港證交所停牌,。周三,當(dāng)事雙方,,即蘋果公司(Apple)和唯冠公司(Proview),,圍繞商標(biāo)糾紛在上海某法院展開了正面交鋒。

????雙方爭(zhēng)奪的焦點(diǎn)是:iPad商標(biāo),。iPad是蘋果公司自iPhone以來(lái)推出的最成功的新型電子產(chǎn)品,。

????蘋果聲稱,公司于三年前以55,000美元的價(jià)格購(gòu)買了iPad商標(biāo)的全球使用權(quán),。唯冠公司曾與美國(guó)國(guó)家半導(dǎo)體公司(National Semiconductor)進(jìn)行過(guò)短暫合作以銷售i-Pad產(chǎn)品,該產(chǎn)品是模仿蘋果公司iMac的低成本山寨貨,。唯冠公司稱蘋果公司存在疏忽,,未從唯冠公司的中國(guó)子公司——深圳唯冠手中購(gòu)買商標(biāo)權(quán)。

????據(jù)美聯(lián)社(AP)報(bào)道,深圳唯冠的代理律師提出:“蘋果公司沒有權(quán)利銷售冠名為iPad的產(chǎn)品,?!?/p>

????據(jù)《華盛頓郵報(bào)》(the Washington Post)報(bào)道,蘋果公司的代理律師反駁:“唯冠公司沒有產(chǎn)品,,沒有市場(chǎng),,沒有消費(fèi)者,也沒有供應(yīng)商,。它一無(wú)所有,。”

????“蘋果公司在中國(guó)市場(chǎng)的銷售額非常大,。蘋果的忠實(shí)粉絲們?yōu)榱速?gòu)買蘋果產(chǎn)品甚至排起了長(zhǎng)隊(duì),。如果執(zhí)行該禁令,不僅會(huì)損害蘋果公司的銷售量,,而且會(huì)損害中國(guó)的國(guó)家利益,。”

????唯冠的代理律師則針鋒相對(duì),,毫不讓步:

????他說(shuō):“不能購(gòu)買蘋果產(chǎn)品中國(guó)人就會(huì)挨餓嗎,?這根本就不是問(wèn)題所在。法庭必須依法做出裁決,。蘋果非得銷售這個(gè)產(chǎn)品嗎,?難道就不能換一個(gè)名字?”

????法庭里擠滿了前來(lái)觀戰(zhàn)的一百多名記者,。法官告誡雙方遵守法庭紀(jì)律,,隨后宣布休庭。

????法官的判斷可能將取決于2009年一家英國(guó)企業(yè)從唯冠手中購(gòu)買iPad商標(biāo)的交易細(xì)節(jié),。這家英國(guó)企業(yè)當(dāng)時(shí)秘密效力于與蘋果公司,,從唯冠國(guó)際控股的臺(tái)灣子公司那里購(gòu)買了iPad商標(biāo)權(quán),并認(rèn)為是iPad的全部使用權(quán),。而深圳唯冠稱,,該交易中并未包括中國(guó)大陸地區(qū)的商標(biāo)權(quán)。

????The world's most valuable company and a troubled Chinese electronics manufacturer that's about to be delisted from the Hong Kong stock exchange unless it can come up with some cash squared off in a Shanghai courtroom Wednesday.

????At stake: the trademark for Apple's (AAPL) iPad, the most successful new electronics gadget since, well, the iPhone.

????Apple claims it bought worldwide rights for the trademark three years ago for $55,000. Proview, which briefly partnered with National Semiconductor to market the i-Pad, a low-cost knock-off of Apple's iMac, claims Apple slipped up and neglected to buy the rights from Shenzhen Proview, the company's Chinese subsidiary.

????"Apple has no right to sell iPads under that name," the lawyer for Shenzhen Proview argued, according to an AP report.

????"Proview has no product, no markets, no customers and no suppliers. It has nothing," the lawyer representing Apple countered, according to the Washington Post.

????"Apple has huge sales in China. Its fans line up to buy Apple products. The ban, if executed, would not only hurt Apple sales but it would also hurt China's national interest."

????Proview's lawyer would have none of it:

????"Whether people will go hungry because you can't sell iPads in China is not the issue," he said. "The court must rule according to the law. Do you absolutely have to sell the product? Can't you sell it using a different name?"

????More than 100 reporters packed the courtroom to watch the fractious exchange. After admonishing both sides to respect the rules of the court, the judge adjourned the hearing.

????His decision may rest on the details of the 2009 transaction in which a British firm, secretly working for Apple, bought what it believed were all rights to the iPad trademark from Proview International Holdings' Taiwanese subsidiary. Proview Shenzhen claims that the Chinese rights were not part of that deal.

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