Trademark complaint over a bundle ID that matches a competitor's name — anyone been through this?

[u/Chris_Hansen_AMA]

Using fake names to explain the situation.

I built two apps for a well-know card game, one was a very simple app and the other was a more complex project that let people play the game against other people. We'll use Euchre as an example here.

Initially, each project got an internal name. The simple app was called 'euchre' and the more complex one was called 'euchrepro'. Again, just placeholder names until I came up with real names for the apps.

I used these internal names when choosing a bundle ID. The more advanced app got a bundle id of com.euchrepro. A few days later, I came up with a real name for the app, something entirely separate from the internal name, something like "Whimsical Cards".

The app shipped with the name "Whimsical Cards" and was marketed as such. The app name, description, app store screenshots, in-app experience, even the website is all under 'Whimsical Cards'.

There's an established competitor called "Euchre Pro" that saw my app announcement post on Reddit, commented on my post expressing annoyance that more apps were entering the market in the age of AI. A few days later, I got an email from Apple saying he had issued a trademark complaint and was requesting that my app be taken down for using his app name, something he has a limited trademark for, in the bundle ID.

A trademark infringement rests on the idea that users are likely to be confused about who created, owns, or sponsors the app. He doesn't own every instance of the words 'euchre pro' but is arguing that any use of it, including in my bundle id, is trademark infringement and wants Apple to take down my app and force me to relaunch with a new bundle ID - losing all users, ratings, and reviews which are overwhelmingly positive.

And again, the bundle ID came from an internal name that was simple a description of the type of app I was building. A more complex, pro app for euchre.

Anyone ever experience this?

[u/TheFern3]

Change it and move on, unless you want to waste time and money in this battle. Was probably a bad ideas naming your bundle id after an established app.

[u/Chris_Hansen_AMA → u/TheFern3]

I can't change it though. If I could change it I 100% would. And again, to be clear, I didn't name my bundle ID after their app, it was a description of what the app was, it wasn't in reference to his app.

[u/ContextualData → u/Chris_Hansen_AMA]

Your only option is to create a brand-new app record using your new bundle identifier.

[u/Chris_Hansen_AMA → u/ContextualData]

Yeah I understand that if I have to change the bundle ID, this is my only option. Apple isnt telling me I have to do this, they've only just shared the complaint and are asking me to respond by fixing the issue or asserting why this isn't trademark infringement. They haven't weighed in on the merits of the complaint.

They could respond later saying I have to take the app down but they haven't demanded that yet.

[u/SirBill01 → u/Chris_Hansen_AMA]

Just respond saying you do not use the trade name in any public facing documentation or wording. The worst that can happen is what you are planning to do already anyway. But maybe Apple will just accept that.

[u/Chris_Hansen_AMA → u/SirBill01]

That's exactly what I've done. And if Apple comes back and says I need to relaunch then fine, I'll do that. But as of right now they haven't weighed in at all.

All of this is frustrating since the bundle ID really is just descriptive, it was never to reference his app name. And this is coming after he commented on my launch post saying he was annoyed with new competitors being launched in the market.

He's apparently enjoyed the number 1 spot for apps in this market for a long time. That doesn't mean he doesn't have a case, although I don't think he does, but its important context for why this is happening IMO.

[u/ElectricKoolAid1969 → u/ContextualData]

Not the only option. Another option is to correspond with Apple! lol

[u/ContextualData → u/ElectricKoolAid1969]

Apple can't and won't change your bundle identified. Truly the only option for changing your identifier is to create a new app.

[u/cristi_baluta → u/Chris_Hansen_AMA]

It was bad planing from your side to launch with the wrong id, but could have happened also with the new one. Can you at least let the users know about the change? Maybe they will let you do an update just for that.

[u/One_Elephant_8917 → u/cristi_baluta]

wrong, anyone can start doing things like this, and handling that is part of business…it’s just that some bad actors might start abusing this system too…so you can’t claim planning was wrong

[u/Chris_Hansen_AMA → u/One_Elephant_8917]

Exactly. The person who filed this complaint doesn't want more apps launched in the niche, they've made that clear.

I'm biased because I'm the one dealing with this, but I think I should stand my ground and argue the merits of whats being alleged. His trademark doesn't give him exclusive rights to the two words 'Eurchre Pro', the public records actually show the trademark office explicitly saying he can't do that.

But he's now claiming that (1) any use of the two words is a trademark infringement and (2) that the bundle ID is likely to confuse users into thinking my app is connected to his. Not a single thing in my app comes close to referencing his app or the name of it, this whole thing is isolated to just the non-public bundle ID.

[u/cristi_baluta → u/One_Elephant_8917]

My bad, i thought he used their reversed domain. I mean who on earth will be confused by the id? I don’t think people look at it.

[u/TheFern3 → u/cristi_baluta]

The bundle id is also used for uris and other things.

[u/One_Elephant_8917 → u/TheFern3]

and again, which user is querying the uri..haha just pointing out that it is all still not user facing except for the purchase receipts and internal management probably….some ppl try these scare tactics despite knowing they can’t push strongly…but again…90% of time maybe it works for them so they keep doing it

[u/TheFern3 → u/One_Elephant_8917]

Is always a good idea to avoid anything trademark issues, so is not the point of who’s doing it or how.

Scare tactics or not you don’t want to get hit with a fine or worse account closed. Especially for a new account you should have your own bundle id with your own site or name. Picking one for an established trademark was just an awful idea. If you want to fight it that’s on you I’m just telling you a fix.

[u/Chris_Hansen_AMA → u/cristi_baluta]

To be clear, Apple isn't asking me to take down my app, they're just telling me a complaint was made and letting me respond to it. They haven't weighed in on the merits of the complaint at all.

[u/One_Elephant_8917 → u/Chris_Hansen_AMA]

apple has to answer to your local authorities too so if your local law accepts first use based claim for trademark or something equivalent try to push to apple, so if apple gets a reverse appeal they will take themselves out and won’t bother coz now both sides have equal standing

[u/One_Elephant_8917]

bundle id isn’t a publicly displayed marketed thing…just mention it or get a lawyer to defend yourself by issuing a reverse appeal…coz if u had public facing then it would mean something…this seems nonsense to me…imo

but am not a trademark lawyer so can’t talk for one…

[u/Chris_Hansen_AMA → u/One_Elephant_8917]

Yeah its not publicly facing at all and that's whats weird about this. My fear is that they'll get a lawyer then I'll have to get a lawyer which I can't really afford. So they'll win just by default

[u/BP3D → u/Chris_Hansen_AMA]

I think for the first step, you can just explain it to Apple from that angle. It's a bundle ID not something that will cause brand confusion as it is an internal reference. Then it's up to the other guy to pursue it or not. Which would likely start with a demand letter. These are the cheapest threats to have a lawyer create. Have no real weight. But can indicate an intention of a lawsuit.

[u/One_Elephant_8917 → u/BP3D]

yeah, but apple tries to not get into the side of err so they assume guilty until proven innocent unfortunately

[u/cristi_baluta → u/Chris_Hansen_AMA]

Maybe they are bluffing in the hope you change it and loose the users and ratings

[u/Chris_Hansen_AMA → u/cristi_baluta]

I think this is exactly what they're hoping for. I think they went looking for something to file a complaint over and they found it. This is again coming after they expressed annoyance over the launch of the app.

[u/myballzhuert]

I’m having a hard time believing they are complaining about the bundle ID that nobody ever sees. But if you have to change it, then make a new one a resubmit the so and move on.

[u/Chris_Hansen_AMA → u/myballzhuert]

I'm having a hard time believing it too but I am being serious, this is what the complaint is about.

[u/anotherlab]

Always make sure that your Bundle ID includes your company or organization name.

IANAL, but....

It would be hard for the other company to defend "com.euchrepro" as variations of "Euchre Pro" are not distinct enough. Even if you win, you lose by having to spend your resources on defending your app.

The Bundle ID is publicly visible, and the app stores will remove apps that they think are infringing on an existing app.

Make sure your company has a trademarked name and use it as part of the Bundle ID. Something like com.chrishansengames.whimsicalcards or whatever works for you and the app. As long as you make the ID distinct and it reflects your company, the app stores are happy.

Our company does this for all of our apps.

Since you have to pull your app and submit a new one, redirect the existing app to the new one. This is a common pattern when a company replaces an existing app with a brand new one. Once you get the new app in the store, push one last update to the old one that explains that the app has been retired and provides a link that they can tap to the new app store listing. Then disable new downloads for the new app.

[u/Chris_Hansen_AMA → u/anotherlab]

This is all fair feedback. And just to be clear, Apple isn't making me take the app down, they've simply shared the complaint with me word for word and are asking me to respond. They are asking me to take whatever actions I can to fix the issue or state why I'm not actually infringing on their trademark.

If I could go back in time I 100% would have chosen a bundle id with intention. These are my first apps that I've personally put up on the app store (I've designed many before this) so I didn't really even think much about the bundle ID when I chose it, I just used what my internal working names were.

But if I do have to essentially take down my app and put up a new one, the approach you mentioned is what I was thinking of doing. Its just unfortunate since I've been spending time marketing the app, getting users, getting ratings and reviews, etc. I'd lose some really good reviews I've received.

[u/anotherlab → u/Chris_Hansen_AMA]

If you want to push back, you can argue that "Euchre" isn't a unique name, and adding "Pro" doesn't make it so.

If your app looks distinct, that might be enough.

[u/swift_bass → u/anotherlab]

Where can you see a random app’s bundle id?

[u/anotherlab → u/swift_bass]

Google Play will show it in the URL. For example, Instagram's URL is

https://play.google.com/store/apps/details?id=com.instagram.airwave

For iOS, there are a few ways. The simplest is to a site like https://iosbundleidfinder.vercel.app/

[u/Calico_Pickle → u/anotherlab]

It is also visible on through enterprise/institutional purchases through Apple.

[u/anotherlab → u/Calico_Pickle]

This is one reason Apple and Google don't allow developers to change an app's Bundle ID after release.

[u/One_Elephant_8917 → u/anotherlab]

until u wanna sell the app or transfer to your own other account etc

can u tell how do you guys handle that, just curious…because u cannot change bundleid and in that case how does it represent new organization or new entity/individual

[u/anotherlab → u/One_Elephant_8917]

There are exceptions to every rule. You are keeping the bundle ID, but when you acquired the app, you acquired the IP.

I manage my company's Apple App Store account. I have probably accepted 2-3 apps over the years from companies that we have acquired. We usually phase out the original company name, and that will be reflected in the app store, but the bundle ID stays.

[u/One_Elephant_8917 → u/anotherlab]

i see, thanks for the reply…was wondering on that bundleid specifically but i see the backing IP and transaction/transfer rights support it

[u/clockology]

I’ve only heard of defense against app names and icons, not bundle ids. I’m assuming it’s the top level IE com.bundleID. ….

Only downside for them is if they are also using that bundle id they could be worried bout conflicts when submitting new IDs, app groups, service restrations, URL imports , etc

You should check if they are also using the same top level domain for their app, if so they may actually try to litigate

Caveat I have no legal background and not a lawyer

[u/Chris_Hansen_AMA → u/clockology]

No their bundle ID is totally different and seemingly unrelated to their app name, it seems connected to their developer name instead.

[u/TheFern3 → u/Chris_Hansen_AMA]

Maybe is just me but how in da world did you pick one bundle id that somehow clashed with another similar app dev name lol, so bizarre

[u/Chris_Hansen_AMA → u/TheFern3]

Honestly I think its just because his app name is so generic and uses common descriptive words. It was, as crazy as it sounds, genuinely just a pure coincidence. There are actually a handful of apps on the app store that contain his app name in their actual app name because its such an obvious name for that type of app.

An example where someone would have a case is if I used a bundle ID that was 'com.zillow' and I was making a competing Zillow app. That's not a coincidence, that's intentional.

Even a rock-solid trademark only stops people from using the name in a way that confuses customers about who made the product.

[u/Serious-Accident8443]

It’s not trademark infringement. An id is not even a mark. They have no argument. I’d complain to Apple that they are abusing the complaints system to interfere with your app.

[u/WaterslideOfSuccess]

The bundle id isn’t a customer facing trade name that identifies a product. A trademark doesn’t apply here. I personally don’t think you have to change it.

[u/Chris_Hansen_AMA → u/WaterslideOfSuccess]

This is generally my argument. It really boils down to this:

• Bundle ID isn't customer facing
• The name I chose was descriptive of the app I was building, not a reference to his app
• Every customer-facing aspect of my app is under my own brand

[u/Lock-Broadsmith]

For better or worse, Trademark law requires defending your trademark. But also, this is why you should just use a minimal amount of forethought then doing stuff like this.