Apple is taking on Australia and New Zealand's largest supermarket, arguing its new logo looks a bit applesque. Woolworths recently re-did its logo as a stylized "W". Apple contends that the new design is too close to its iconic logo and has asked IP Australia, the government agency in charge of trademarks, to deny the retail chain's application, which would have allowed Woolworths to put its brand on any product — including electronics. Trademark disputes are part and parcel of any brand's identity. If you're not defending your trademark, there's a good chance that you could lose it — brand names like Xerox, Kleenex, even Google are all common usage these days, making it a hard sell for those companies to protect their brands. Which is probably a good portion of the reason that Apple is trying to stop Australian company Woolworths from trademarking its logo.