Summary
We recently learned that not only was OpenAI venturing into hardware, but it was doing so in hand with Jony Ive, famously a former Apple lead designer behind several of the company’s products over the past two decades. The hardware is still coming, but it’s running into some roadblocks.
OpenAI has seemingly scrubbed all mentions of the new venture in partnership with Jony Ive, io, from its online platforms. The move, which included the removal of a high-profile announcement video featuring Ive and OpenAI CEO Sam Altman, comes in response to a trademark infringement lawsuit filed by Iyo, a hearing device company with origins in Google’s “moonshot” factory.
A complaint was filed by Iyo, Inc., alleging that OpenAI’s use of the name ‘io’ for itsnew hardware divisionconstitutes a willful infringement of its trademark. Iyo, which is developing an AI-powered, ear-worn audio computer, argues that the similar-sounding name will create significant consumer confusion. The company, a spin-off from Alphabet’s experimental X lab, claims it had been in discussions with representatives from both OpenAI and Ive’s design firm prior to the acquisition announcement. Not only is the name similar (notidentical, in OpenAI’s defense, but probably similar enough to get at least some clueless buyers confused), but the company is also developing an AI product, which will certainly create confusion when OpenAI and Ive release their own product.
The lawsuit from Iyo seeks an immediate temporary restraining order and a preliminary injunction to prevent OpenAI from using the ‘io’ name. Iyo contends that the high-profile launch of a similarly named and conceptually related product by a major industry player like OpenAI threatens to overshadow its own years of development and brand-building. Following the lawsuit, a court order forced OpenAI to remove all mentions of the current “io” name, taking the video private as well as all references to the venture, while the matter is being resolved. In a statement, OpenAI acknowledged that the “page is temporarily down due to a court order following a trademark complaint from iyO about our use of the name ‘io’.” It went on to add that “we don’t agree with the complaint and are reviewing our options.”
It was also clarified that this court order, and probably the ultimate result of the lawsuit, doesn’t mess with any of OpenAI’s future hardware plans. This makes sense—the worst thing that can happen is that the court ultimately rules in Iyo’s favor and forces the venture to look for a new name, but that should ultimately not be important since products should still result from it. Don’t be surprised if we see a new name within the next few months, though.
