OpenAI has recently taken down a nine-minute promotional video featuring Jony Ive and CEO Sam Altman due to a trademark dispute concerning the name io. The video, which showcased their collaborative efforts on a new AI startup, was removed following a legal challenge from a company named iyO.
Background on the Dispute
The contention centers around the use of the name io for the AI startup co-founded by Jony Ive and Sam Altman. Reports about this venture began surfacing in April 2024, initially referring to it as io Projects. By May 2025, the company was officially acquired by OpenAI for $6.5 billion and was known simply as io.
However, iyO, a firm emerging from Alphabet’s X research and development division, has raised concerns that the io branding could lead to consumer confusion with its own AI products. IyO specializes in AI devices that operate exclusively through voice commands.
Legal Proceedings and Court Order
The legal proceedings have been presided over by Judge Trina L. Thompson. Around June 18, 2025, discussions were held regarding the trademark issue. Subsequently, Judge Thompson granted a temporary restraining order in favor of iyO. As a result, OpenAI has been compelled to remove all promotional materials referencing io, including the aforementioned video interview between Ive and Altman.
On the page where the video was previously accessible, OpenAI has posted a notice 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.
Implications for OpenAI and Future Developments
The removal of the promotional content underscores the complexities and challenges that can arise in branding and trademark issues, especially in the rapidly evolving tech industry. OpenAI’s collaboration with Jony Ive was highly anticipated, given Ive’s renowned design expertise and Altman’s leadership in AI development.
While specific details about the io device remain scarce, the partnership aimed to create innovative AI-based hardware. The current legal hurdle may delay promotional activities and product announcements, but it also highlights the importance of thorough trademark research and brand differentiation in the tech sector.
About iyO and Its Product Offerings
IyO has been developing AI devices that prioritize natural language computing through voice interactions. In a TED talk in April 2024, iyO CEO Jason Rugolo introduced the iyO One, an AI device designed to be worn in the ear, resembling a large earbud. Rugolo described the device as representing a new kind of natural language computing that relies on genuine, engaging conversation.
The iyO One is available for pre-order at $99, with shipments expected to begin in August 2025.
Conclusion
The trademark dispute between OpenAI and iyO serves as a reminder of the critical importance of unique branding in the competitive tech landscape. As OpenAI reviews its options, the industry will be watching closely to see how this situation unfolds and what it means for the future of AI hardware development.
