Apple reneges on Expo licensing deal decision

U-turn sparks war of words between vendor and show sponsor.

Apple has made an about-turn on its resolution to end its licensing agreement with Emap Trenton, following the Mac vendor's decision to pull out of Apple Expo.

The manufacturer had originally stated at the beginning of last month, when it pulled out of the exhibition, that the agreement licensing the Apple brand to Emap Trenton for use as part of the Apple Expo product in the UK had ceased (PC Dealer, 7 October).

Commenting on the use of the Apple trademark, a representative for the vendor said: 'Lawyers for both sides have been talking to each other and have now come to an agreement.'

But Kevin Murphy, managing director of Emap Trenton, insisted it had always been allowed to use the vendor's brand: 'Apple's original statement is incorrect - the agreement was still in place.'

However, according to an Apple representative, a formal agreement with Emap Trenton to use the brand had been signed in 1993 and ran out after a three-year period. He added: 'It was not renewed in 1997 but we let Emap Trenton use the name. It was an administrative oversight on both sides.'

But Murphy hit back, stating: 'This is not as far as we are aware.'

Commenting on the fallout caused by Apple's decision not to attend the show, Janice Edmonds, exhibition manager at Emap Trenton, said: 'The main thing we have been working on is how to incorporate its products into the show.'

She added: 'It has been frustrating because we have had to build features into the show that we weren't planning, as well as spending more time on marketing.'

Meanwhile, Apple has taken steps to directly supply more mail-order resellers.

A source said Computer Warehouse and Jigsaw had begun trading with Apple directly.