your way. It may require some negotiation, agreeing to co-exist with the owners of other rights. It may require you to flash the cash to buy rights that are in the way. It may, as a last resort, require you to swallow a bitter pill and understand that having a truly global trademark isn’t an option for you, and that your product will be sold under one trademark in certain countries and under another trademark in other countries.
The Apple story also highlights something else — that trademark issues and requirements change with brand extensions. You may well have all the protection that you need for your trademark right now. But if you extend your product range you may need to start afresh — searching and registering. That’s because having rights to a trademark for certain products doesn’t translate into having rights to that same trademark for other products.
It’s an issue that would’ve faced Apple. Whereas Apple has for many years been involved in broadly similar products — computers, cellphones, mobile devices — watches are quite different, and they fall into a different class of goods of the international trademark classification system. There’s a lot to take into account.