OpenAI and renowned designer Jony Ive have recently taken down promotional materials related to their collaborative venture, io Products, following a trademark dispute initiated by Iyo, a hearing device startup. This development comes shortly after OpenAI’s announcement of acquiring io Products in a $6.5 billion deal aimed at developing innovative AI hardware.
Background of the Partnership
In May 2025, OpenAI revealed its acquisition of io Products, a hardware startup co-founded by Jony Ive, the former Chief Design Officer at Apple. This strategic move was intended to leverage Ive’s design expertise to create consumer-facing AI devices that offer a more human-centered experience. The collaboration was seen as a significant step toward integrating advanced AI technologies into everyday hardware products.
Trademark Dispute Emerges
Shortly after the announcement, Iyo, a company specializing in hearing devices and a spin-off from Google’s experimental projects division, filed a trademark complaint against OpenAI’s use of the io branding. As a result, OpenAI removed the original blog post and a nine-minute promotional video that detailed the partnership and its objectives.
OpenAI addressed the situation in a statement to The Verge, stating:
> This page is temporarily down due to a court order following a trademark complaint from iyO about our use of the name ‘io.’ We don’t agree with the complaint and are reviewing our options.
Similarly, a spokesperson for Jony Ive conveyed to Bloomberg:
> This is an utterly baseless complaint and we’ll fight it vigorously.
Implications for the Partnership
Despite the legal challenge, both OpenAI and Jony Ive have affirmed that their partnership remains intact. The acquisition of io Products involves integrating its team with OpenAI’s research and engineering groups in San Francisco. The primary goal is to develop AI hardware that enhances user interaction with technology, moving beyond traditional interfaces.
The removal of branding materials raises questions about the future branding of the products resulting from this collaboration. It remains to be seen whether the io name will be retained or if a rebranding will occur to circumvent the trademark dispute.
Industry Context
The collaboration between OpenAI and Jony Ive signifies a broader trend in the tech industry, where companies are increasingly focusing on integrating AI into hardware to create more intuitive and user-friendly devices. This partnership aims to set a new standard for AI hardware design, potentially influencing future developments in the field.
Conclusion
While the trademark dispute with Iyo presents a temporary setback in terms of branding, the strategic partnership between OpenAI and Jony Ive continues to progress. The tech community eagerly anticipates the innovative AI hardware that will emerge from this collaboration, which promises to redefine user interaction with technology.
