OpenAI and famed designer Jony Ive have been forced to scrub all mention of their hardware venture, io, from official websites and social media following a court order related to a trademark lawsuit. The move comes just weeks after the duo announced a groundbreaking $6.5 billion partnership to develop a next-generation consumer AI device.
The rebranding setback stems from legal action initiated by Iyo, a hearing aid and assistive technology startup spun out of Google’s X, formerly known as the company’s “moonshot factory.” Iyo, which focuses on developing smart hearing devices, claims that the use of the name “io” by OpenAI and Ive’s team infringes on their existing trademark and creates confusion in the tech space.
While the removal of branding has raised speculation that the ambitious project could be on shaky ground, OpenAI has clarified that the deal remains intact. In a statement, the company confirmed that the content had been taken offline not due to a strategic pivot, but in compliance with a court mandate tied to the ongoing legal dispute.
“We are still committed to building the future of AI-powered consumer devices with Jony Ive and his team. The court order required us to take certain steps in the meantime,” an OpenAI spokesperson said.
Jony Ive, the visionary behind many of Apple’s iconic products, joined forces with OpenAI CEO Sam Altman in September 2023 to design what’s been referred to as the “iPhone of AI.” The project is being incubated at Ive’s design firm LoveFrom and has drawn significant investor attention due to its potential to revolutionize human-device interaction through artificial intelligence.
The branding hiccup underscores the complexities of launching new products in a crowded and litigious tech landscape, where trademarks can make or break product identity. For now, the hardware startup’s name and visual identity remain in limbo as the legal process unfolds.
Observers say a swift rebrand may be necessary if the lawsuit persists, but the project’s momentum and high-profile backing suggest OpenAI and Ive are unlikely to abandon the endeavor.
