When the comedy watch appeared in the market two years late and considerably low on functions, it was officially called the Apple Watch. However the rest of the world, including us, called it the iWatch, partly because that was what it was dubbed during its two year development,  but mostly because it would annoy pedantic Apple Fanboys.

Now Apple is being sued by Dublin-based software studio Probendi, which owns the trademark for the iWatch.

To be fair it is not claiming that the actual watch is breaching its trademark, it is that Apple is putting iWatch in all its SEOs.

Probendi filed an urgent procedure on 26 June in Milan court, contending that Apple is using the term on search engines to bring up Apple Watch results in order to reach more potential customers.

The court document says: "Apple has systematically used iWatch wording on Google search engine in order to direct customers to its own website, advertising Apple Watch."

A Probendi representative said: "Apple never replied to our requests and objections, while Google said they are not responsible for links." 

A hearing is set to take place on 11 November.

Last year, Probendi co-founder Daniele Di Salvo said his company was working on its own Android smartwatch which would be called 'iWatch' and said Apple should watch out.