Apple’s new wearable is called the Apple Watch, not the iWatch, but I can tell you from first-hand experience that many folks still think it’s called the iWatch. Rightfully so — it seems appropriate and was the name given to the wearable by rumors before Apple made it official. Apple’s taking advantage of that name, but it doesn’t own the trademark, and now a firm named Probendi is suing.

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Probendi says it owns the trademark in Europe and is upset that Apple is apparently leveraging search results in Google for “iWatch” to display ads for the Apple Watch. A quick Google of the term “iWatch” shows this is indeed the case.

“Apple has systematically used iWatch wording on Google search engine (sic) in order to direct customers to its own website, advertising Apple Watch,” Probendi says, according to a report from Bloomberg.

Apple hasn’t responded, Probendi says, and Google seems to think it’s not at fault and is “not responsible for links.” It’s an issue for Probendi, however, since it wants to launch an Android Wear device called the iWatch, which will no doubt confuse consumers.

It’s unclear how this will move forward, but we suspect Apple won’t back away from banking off the “iWatch” term.