Artist Romero Britto claims Apple copied his style in new ads

Artist Romero Britto is suing Apple and a design firm in US federal court, accusing them of misusing his colour-splashed images and distinctive style in marketing campaigns.

The lawsuit seeks unspecified damages from Apple and the design duo Craig Redman of New York and Karl Maier of London, whose company is called Craig & Karl. Britto's lawsuit, filed last week in Miami federal court on behalf of his Miami Beach-based company Britto Central Inc, makes a number of claims, including copyright infringement and unfair competition. It also asks a US District Judge Kathleen Williams to halt the alleged misuse of Britto's images.

Apple's "Start Something New" marketing campaign was cited in the lawsuit as one recent example of misuse of Britto art. One image, an outstretched hand with colorful designs flowing from a fingertip, was licensed from Craig & Karl by Apple.

Officials at Apple declined to comment. Craig & Karl spokesman Stevie King called the lawsuit "entirely without merit" and said the pair would respond more fully later.

Britto has licensing deals for his art with corporations and other entities ranging from Coca-Cola to Mattel and Fifa.

After investigating the source of the Apple image, according to the lawsuit, Britto's lawyers noticed apparent similarities between Craig & Karl's other work and that of Britto. Even if an image is not an exact copy, Britto attorneys say in the lawsuit his use of bright colours and repeating patterns is so distinctive that imitations are instantly viewed as his own work.