OpenAI and Jony Ive remove ‘io’ branding over trademark lawsuit dispute
OpenAI and design legend Jony Ive have quietly removed all public references to their new hardware brand, “io.” This decision came after a trademark dispute with a lesser-known startup, iyO. While the branding has vanished for now, both companies say the project itself remains unaffected.
“io” — A Vision Interrupted
Earlier this year, OpenAI unveiled its plan to acquire io Products, a hardware startup led by Jony Ive. Valued at $6.5 billion, the acquisition aimed to bring AI-powered hardware into everyday life. Ive, best known for shaping Apple’s product design, teamed up with OpenAI CEO Sam Altman to create a next-generation AI device.
They envisioned a voice-based, AI-powered companion that could eventually rival smartphones or smart assistants. Their launch video and blog post generated buzz across the tech world. However, these materials were removed just days later due to an emerging legal issue.
The Trademark Dispute Explained
The issue stems from a legal challenge by iyO, a smaller startup specializing in AI-powered wearable audio devices. iyO claims that “io” closely resembles its own brand name and operates in a similar space. The company’s flagship product, iyO ONE, is a voice-controlled, ear-worn interface designed for seamless AI interaction.
Arguing that OpenAI’s branding could cause confusion, iyO filed a trademark lawsuit. A U.S. court responded by ordering OpenAI and Ive’s team to temporarily stop using the “io” brand in public. This led to the sudden removal of promotional content across all platforms.
OpenAI and Ive Respond
OpenAI confirmed the removal of the branding materials, citing compliance with the court’s decision. A spokesperson noted that the company is reviewing its legal options while continuing development on the project.
“Our partnership with Jony Ive remains strong,” the spokesperson said. “We’re moving forward with the device as planned.”
Jony Ive’s team described the lawsuit as “baseless” and said they’re ready to challenge it in court.
Why the Name “io” Matters
The name “io” holds symbolic value. In tech, “I/O” stands for input/output — a core computing concept. It’s also the name of one of Jupiter’s moons, often used to suggest futurism and innovation. That sleek, minimalist branding fits with Ive’s design philosophy and OpenAI’s forward-thinking identity.
iyO argues it established its brand first. With both companies focusing on voice and AI-driven devices, the risk of market confusion is genuine.
Branding Is More Than Just a Name
In tech, branding plays a critical role in consumer trust and product recognition. For startups, a strong brand is often their most valuable asset. iyO views this dispute as necessary to protect its identity and market presence.
Meanwhile, OpenAI and Ive appear more focused on the long-term impact of their product. They might rebrand before launch, but their core mission stays the same.
Will This Delay the Product?
Not likely. Internal sources suggest the project remains on schedule. The AI-powered device is still expected to debut in late 2025 or early 2026.
OpenAI continues to expand its hardware team, while Ive’s studio handles design. Development work continues under the radar, unaffected by the legal situation.
What’s Next?
Trademark cases like this can stretch out over months or even years. OpenAI could fight for the name or pivot to a new one entirely. Either way, the team remains focused on launching a product that merges AI and elegant design.
This collaboration brings together two powerful forces: OpenAI’s software intelligence and Ive’s world-class hardware design. Their combined expertise may well define a new category of AI-first devices.
Final Thoughts
The removal of the “io” branding is a setback, but not a dealbreaker. OpenAI and Jony Ive are still moving forward with their shared vision. Whether the final product carries the name “io” or something new, its goal remains clear — to redefine how humans interact with intelligent machines.
The name may change, but the future they’re building is still taking shape.
