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The Chinese company challenging Apple's use of the iPad brand name is demanding a halt to sales and distribution of the device in China, threatening "severe measures" against trademark infringements.

Shenzhen Proview Technology issued the demand in an open letter Thursday to China iPad vendors and dealers.

The letter says any use of "IPAD" or similar trademarks is an infringement of Proview's rights. It says Proview will take the "most severe measures" including both civil and criminal actions.

Apple Inc. says it bought worldwide rights to the iPad trademark from Proview in 2009. Proview contends the sale excluded mainland China.

A Chinese court is considering an appeal by Apple of an earlier ruling against its claim to the trademark.

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