The iPad case of Apple Inc. in China as a reverse confusion case seems to challenge traditional trademark infringement viewed as a forward confusion. Forward confusion occurs when the junior user palms off his products as those of the powerful senior user. In contrast, the public use the senior user’s trademark to denote the famous junior user's products in reverse confusion cases. There are significant differences between forward confusion and reverse confusion with respect to the commercial strength of the parties, the nature of damages etc.. The doctrine of ”likelihood of confusion” is a core determinant in judging trademark infringement for the purpose of consumer protection. As a specialized form of trademark protection which protects the smaller senior user, it causes new concern whether or not traditional confusion theory can be well employed to reverse confusion. On the other hand, from the perspective of economic efficiency, the fact that only the junior user of reverse confusion cases is capable of developing the mark because of economic power also draws our attention to the problem of how to weigh up the balance between registration protection in trademark law and maximization of trademark values.