TL;DR
- OpenAI has removed promotional content featuring Jony Ive and Sam Altman due to a court order.
- The dispute stems from a trademark complaint over the name “io” by Alphabet-backed startup iyO.
- OpenAI confirmed the removal but says the $6.5B acquisition deal for the io startup remains intact.
- A judge agreed there may be consumer confusion, prompting a temporary restraining order.
- The contested video remains accessible on X (formerly Twitter) for now.
Court Order Forces OpenAI to Pull io Branding
OpenAI has removed a high-profile promotional video and webpage that highlighted the relationship between CEO Sam Altman and iconic Apple designer Jony Ive, alongside news of OpenAI’s $6.5 billion acquisition of their startup, io.
The materials, which previously appeared on OpenAI’s website and YouTube channel, were pulled after a court issued a temporary restraining order stemming from a trademark lawsuit brought by a company named iyO. While the removal raised questions about the future of the deal and Ive’s role in OpenAI’s design leadership, Bloomberg’s Mark Gurman reports that “the deal is on track and has NOT dissolved or anything of the sort.”
Instead, the issue lies specifically with the usage of the brand name “io”—which iyO claims infringes on its own trademark.
Trademark Clash with Alphabet-Linked Startup iyO
The company iyO, which was spun out of Alphabet’s innovation lab X, the Moonshot Factory, filed a trademark lawsuit asserting that OpenAI’s use of “io” infringes on its existing brand.
According to court documents reviewed by Bloomberg Law, the judge agreed there is potential for consumer confusion, especially as iyO prepares to release a flagship product: generative AI-powered earbuds. This prompted the issuance of a restraining order, requiring OpenAI to pull any marketing or branding content tied to the name “io.”
“We don’t agree with the complaint and are reviewing our options,” OpenAI noted in a brief statement replacing the now-deleted promotional page.
Who’s Who in the Dispute
| Entity | Background | Role in Conflict |
| OpenAI | AI research and product company | Acquired “io,” now facing branding challenge |
| Jony Ive | Former Apple Chief Designer | Co-founder of “io,” design lead at OpenAI |
| iyO | Alphabet X spinout focused on AI hardware | Filed trademark lawsuit against OpenAI |
| io | Altman and Ive’s device startup (acquired) | Name at center of dispute |
OpenAI Maintains Acquisition is Still Moving Forward
Despite legal complications over branding, OpenAI reaffirmed that its acquisition of io—and Jony Ive’s future design leadership—are not at risk. The company has only pulled content associated with the disputed name, not any operational aspect of the deal.
This clarification was added to OpenAI’s original announcement page, now updated to include:
“This page is temporarily down due to a court order following a trademark complaint from iyO about our use of the name ‘io.’”
The promotional video remains accessible on X, suggesting the legal focus is on official company channels and not third-party platforms.
Background on the io Project
The now-acquired io startup was founded by Sam Altman and Jony Ive as a hardware-focused AI device venture, drawing massive attention when OpenAI confirmed its $6.5 billion valuation. The company was envisioned to produce next-gen consumer AI tools—possibly even an AI-centric smartphone or wearable.
The collaboration between Altman and Ive stirred anticipation due to their influential backgrounds—Altman with OpenAI’s generative AI breakthroughs, and Ive with a storied legacy at Apple designing the iPhone, iMac, and Apple Watch.
Legal Friction in the AI Hardware Race
The trademark lawsuit underscores a broader tension in the AI hardware space, where branding, differentiation, and first-mover advantage are increasingly valuable.
iyO, with its Alphabet backing, is also pushing into consumer AI with its earbuds and clearly wants to avoid confusion with OpenAI’s ambitions in the same space. The legal action sends a message that large players will aggressively protect brand identity in a market expected to grow by hundreds of billions of dollars over the next five years.
Conclusion
OpenAI’s legal standoff with iyO illustrates the growing IP and branding battles emerging in the next phase of the AI industry. While the promotional pause may seem dramatic, OpenAI insists the acquisition deal for io is intact, and Jony Ive’s role remains unchanged.
As legal teams resolve the naming dispute, one thing is clear: branding and consumer perception are now high-stakes battlegrounds for AI titans. The incident is a reminder that naming matters—especially when generative AI products begin to move from code to consumer-facing devices.
