OpenAI has removed all public references to “io” — the hardware startup co-founded by legendary Apple designer Sir Jony Ive — following a U.S. federal court’s temporary restraining order arising from a trademark infringement complaint filed by rival company IYO.
The development marks a significant legal hurdle for OpenAI’s ambitious hardware expansion and raises key questions about brand identity and intellectual property in the artificial intelligence (AI) industry.
What Prompted the Move?
OpenAI, which recently announced a multi-billion-dollar partnership with Ive’s startup to develop a next-generation consumer AI device, quietly removed mentions of “io” from its website, social media platforms, and press announcements. This action came shortly after a federal judge responded to IYO’s claim that OpenAI’s use of “io” could confuse consumers due to the similarities between the names.
In compliance with the restraining order, OpenAI has halted public usage of the brand name, though it maintains that it disagrees with the allegations.
“We don’t agree with the complaint and are reviewing our options,” OpenAI stated.
Background: OpenAI & Ive’s Billion-Dollar Deal
In May 2025, OpenAI entered into a deal with Jony Ive’s design lab LoveFrom and funding support from SoftBank, creating a new hardware venture reportedly valued at $6.4–$6.5 billion. The collaboration is aimed at launching a cutting-edge AI device designed to revolutionize human-AI interaction — a move seen as a challenge to existing consumer electronics players like Apple, Meta, and Amazon.
The device, still under development, is not expected to launch before 2026, and court filings confirm that it is not a wearable or in-ear product, despite earlier speculations.
IYO’s Legal Challenge
The trademark complaint was filed by IYO, a California-based startup that also specializes in AI hardware and is backed by Alphabet’s experimental division. IYO claims that the similarity between “IYO” and “io” could cause brand confusion and potentially harm its market identity.
The federal judge agreed that IYO’s concerns were credible enough to warrant a temporary restraining order, pending a full hearing scheduled for October 2025.
Public Reactions and Industry Implications
The tech community reacted swiftly. Elon Musk, an outspoken critic of OpenAI in recent months, responded to the news with a cryptic “🤨” emoji on social media, adding fuel to the already contentious atmosphere surrounding AI development.
Despite the branding conflict, OpenAI has confirmed that its partnership with Ive remains intact and that the development of the hardware device will proceed as planned.
What’s Next?
A court hearing in October 2025 will determine the fate of the “io” branding.
Meanwhile, the AI-powered device being built by OpenAI and Ive continues to be shrouded in secrecy, with analysts predicting a major reveal in 2026.