Say the magic word: Apple sues David Copperfield

San Francisco, CA — Here’s something David Copperfield can’t make disappear: a lawsuit filed by Apple in California Northern District Court. At issue: the word magic.

Apple claims ownership of magic, demanding that Copperfield immediately cease using the word, and seeking $4.2 million in punitive damages.

No question, magic has been in the air in Cupertino. Following Steve Jobs’ introduction of the “magical and revolutionary” iPad, Apple has used magic to describe iPad on its website as well as in videos, press releases, newspaper/magazine ads and TV commercials. Apple also sells a Magic Mouse, Magic Trackpad and only last week introduced the Magic Footpad. Indeed, The Academy of Magical Arts in Los Angeles tells us they’ve already discussed dropping their use of the word, simply because Apple has run it into the ground.

But David Copperfield is standing his ground. “I’m a magician. I do magic. End of story,” reads his 9-word statement. 16 words, if you include “Tell them where they can shove it,” which Copperfield gracefully added following his statement.

Apple’s press release explains, “David Copperfield has every right to entertain, but no right to confuse. In the public eye, magic equals Apple. Mr. Copperfield dilutes the Apple brand and profits by his use of an Apple asset.”

Our source inside Apple expresses frustration with the famous illusionist. “Copperfield went way over the line when he started using the magic word. That’s Apple territory. There are plenty of other words to choose from: sorcery… legerdemain… thaumaturgy. He’s a creative fellow, he’ll figure it out. He just needs to keep his mitts off of our word.”


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