ILoo - I-Loo Controversy

I-Loo Controversy

After reading an article about the iLoo, Andrew Cubitt, inventor of the similarly name i-Loo, wrote to The Inquirer stating that iLoo "sounds remarkably similar ... it now seems that the clever people at Microsoft have cottoned onto the idea and even call it the i-Loo, the same as mine!" Cubitt went on to say that "mine did everything that the Microsoft one is meant to do, but additionally printed information on toilet paper and didn't use a keyboard for the interface due to hygiene reasons". The i-Loo was prototyped by Cubitt as part of his thesis for his 2001 university degree in Product Design and Engineering at Brunel University. In an interview with The Inquirer, he noted "As it was designed at the university, they own the partial rights to the product so they will be watching the Microsoft 'invention' very closely."

Microsoft never formally commented on Cubitt's allegations and instead initially stated the iLoo was an April's fool joke. As a result, Cubitt questioned whether this was "a very calculated ploy to destroy competition in its early stages, or is admitting they don't even know what time of the month it is less embarrassing and ridding them of a potentially expensive situation!" Cubitt went on to state that "as they have now discredited my idea as a joke, I will never be able to produce the idea" and as such was "consulting my law books now on defamatory statements". Neither Cubitt, nor Brunel University have taken public legal action against Microsoft pertaining to the i-Loo.

The i-Loo was described as:

The i-Loo internet toilet roll browser is a novel and unique product designed to make best use of the time you spend on the loo! The product allows you to search the internet whilst sitting on the toilet and print out any web pages you are interested in on your toilet paper. i-Loo brings a whole new meaning to the word downloading. The unit is fixed in front of a toilet on the cubical wall. The product provides up to date information about new products, daily news and lottery results through an easy to navigate software package. Normal operation of the toilet and paper dispenser is evident.

The i-Loo featured an internet-enabled monitor on the cubicle wall and a special printer that would allow users to print information on a standard toilet paper roll. The i-Loo internet toilet roll browser was featured at the 2003 Daily Mail Ideal Home Show as part of the Future Concepts exhibition in Earls Court, London, where it was nominated for the MFI Bright Sparks 2003 awards. The i-Loo, which was sponsored by Epson Printers, received significant press coverage, and was featured on GMTV as well as various radio shows.