Apple sued over 'iWatch' trademark even though it's called Apple Watch

If you've ever wanted to search for Apple's latest smartwatch in Google and typed 'iWatch' by mistake, the top result is likely to be an ad for the Apple Watch. Reportedly, Apple pays Google for the advertisements so it does not miss out on potential customers who are interested in the device but sadly, type in the wrong product name.According to a report by Bloomberg, an Irish company called Probendi, who owns the 'iWatch' trademark in Europe, has filed an urgent procedure on June 26 with a court in Milan protesting Apple’s use of the term in its ads. The company has stated that the term used by Apple is not illegal but, has been ignored by both Apple and Google. The document says, "Apple has systematically used iWatch wording on Google search engine in order to direct customers to its own website, advertising Apple Watch."Along with a filed paperwork, the company hopes to get Apple to stop using the trademark as they are also working on a Android-powered smartwatch going by the name iWatch. The trademark is reportedly valued at a whooping $100 million and Probendi is looking for reparations from Apple.A hearing for the iWatch case is scheduled for Nov 11.