OpenAI has temporarily removed promotional materials that highlighted its partnership with Apple designer Jony Ive and the $6.5 billion acquisition of his startup io, following a trademark dispute. A court has issued a restraining order against using the io name, prompting the removal of all related marketing content. Despite this, Bloomberg reports the deal remains active, and OpenAI plans to continue its pursuit of the design talent.
Bloomberg’s Mark Gurman reports that the court’s order was issued in response to a lawsuit filed by IYO Inc., a company also building AI devices. The legal action claims that the io brand infringes on the IYO Inc. trademark, though OpenAI’s representatives have dismissed the claims as baseless and stated they plan to fight the lawsuit vigorously. The judge’s decision to issue a restraining order has forced OpenAI to remove all marketing materials that reference the io name, including the high-profile video featuring CEO Sam Altman and Ive.
The video, which had been prominently featured on OpenAI’s website and YouTube, is still viewable on X.com, but is no longer accessible through the original URLs or other platforms. Visitors to the ‘Sam and Jony’ page on OpenAI now receive a 404 error message, accompanied by a haiku that reads: ‘Ghost of code lingers / Blank space now invites wonder / Thoughts begin to soar by o4-mini-high.’ This creative response has sparked discussions about the intersection of law and marketing in the tech industry, with many noting the irony of the haiku being a form of digital poetry in a legal context.
Despite the temporary setback, OpenAI has not abandoned its plans for Ive, who is expected to play a key role in the company’s design initiatives. The acquisition of io, which is believed to bring significant expertise in human-centric design, is seen as a strategic move to strengthen OpenAI’s position in the AI landscape. However, the trademark dispute has raised questions about the legal challenges that can arise in high-stakes tech acquisitions, particularly when branding and intellectual property are involved.