Australian supermarket giant Woolworths has denied that its new logo is similar to Apple’s, claiming it’s more like “a stylised ‘W’ or a piece of fresh produce”.

However, the California-based technology company believes that it is an apple-style logo and wants to stop Australia’s largest retailer from using it, mounting a legal challenge to prevent Woolworths from using the logo.

According to a report that appeared in The Age, Apple will have to convince the Federal Government agency that governs trademarks, IP Australia, to knock back the supermarket chain’s August 2008 application to trademark its logo.

“While we can’t rule anything out, we havent got any plans at the moment,” a Woolworths spokesman indicated.

Woolworths plans for the logo indicate that it may feature on the companys electrical goods and technology, meaning it will be competing with Apple should the retailer choose to brand computers or music players.

Hans Hulsbosch, the designer behind the logo believes Apple is taking trademark protection to the extreme.

“Based on this logic, they would have to take action against every fruit-seller,” stated Hulsbosch.