“One more thing”, which translates as “One more thing” – the famous phrase of Steve Jobs, which he said during some of Apple’s presentations, making it clear that now he will talk about a new product that no one expected. However, Apple cannot appropriate the phrase to itself, a London court ruled on Monday, which sided with Swiss watchmaker Swatch in a trademark dispute.

Judge Iain Purvis said Swatch’s attempt to trademark the phrase could have been an attempt to anger Apple, but the Californian company cannot stop it. In his ruling, Purvis said that the phrase “One more thing” probably belongs to the fictional detective Columbo.

The controversy is just one episode of a long battle between Apple and Swatch that began over the name of the watch in 2015. Then Apple was not allowed to name the Swiss company its iWatch smartwatch. Swatch subsequently registered the “Tick Different” slogan, clearly echoing the well-known Apple slogan “Think Different”.

Jobs’ successor Tim Cook revived the use of the phrase “One more thing” in 2015, using it in the presentation of the Apple Watch. The company claimed that Swatch tried to parody it when it decided to trademark the phrase. Apple’s lawyers said it was an unscrupulous move. However, Judge Purvis said Apple was unable to provide examples of situations in which such parodying could be potentially dangerous.