Sydney-based AppleCentre Taylor Square is considering legal action after discovering another AppleCentre is using the 'Academy' name.
The Taylor Square store adopted the moniker a year ago in order to draw attention to its education services and differentiate itself in a crowded Apple reseller market.
Taylor Square managing director, Ben Morgan, said AppleCentre Central Coast had been using the name 'Mac-Academy' to promote its training services for the past four months.
While the names were slightly different, Morgan said the similarity was too close for comfort.
"It's disappointing that they haven't come up with something individual even after we have taken measures to secure Academy as our own brand," he said. "Instead they are trying to ride on the back of someone else's hard work."
Morgan said each reseller had the responsibility and opportunity to individualise its own business.
"Taylor Square was the first to offer these services under the AppleCentre model," he said. "Twelve months later people want to hitch their wagons to our Academy model."
However, according to AppleCentre Central Coast managing director, Jean-Pierre Roux, the similarity was not an issue.
"We registered the name with the Department of Fair Trading a few months ago and they didn't have a problem with it," he said.
"If we were in Sydney, it might be an issue, but we are on the Central Coast. I can't see our customers making a three-hour round trip to do a short course?"
AppleCentre Central Coast would go about its business and continue to use the Mac Academy name, Roux said.
Morgan said Taylor Square had sought legal advice on the issue and company lawyers were currently deciding the appropriate course of action. "We are hoping AppleCentre Central Coast sees the light," he said.
"But in using the Academy name they are damaging us and our brand so we will make be making moves to stop it."