An interesting judgment recently emerged from the Beijing IP court. The court rejected Apple’s attempts to trademark the standby screen on its iWatch, finding that the overall design lacked distinctiveness because it was too complex for consumers to recognise it as a trademark. In this article, first published in Intellectual Property Magazine (and reproduced with kind permission), Paolo Beconcini and Lin Jolin analyse the court’s decision and highlight the practical implications for anyone seeking IP protection in China.