In a surprising turn of events, OpenAI has quietly removed all promotional materials related to its highly anticipated hardware project “io,” co-developed with renowned designer Jony Ive. This move comes after a trademark dispute that threatens the branding of one of the most closely followed AI hardware partnerships of 2025.
Let’s break down what happened, why it matters, and what lies ahead for the OpenAI io project.
OpenAI Removes All Mentions of Jony Ive’s io Startup After Trademark Lawsuit
Just a few weeks ago, OpenAI was proudly promoting its collaboration with Jony Ive on a sleek AI hardware initiative named “io”. The concept combined elegant design with advanced AI capabilities and was reportedly backed by a staggering $6.5 billion investment.
But things took a turn when OpenAI began scrubbing its website, YouTube, and social media of all references to “io.” The reason? A trademark infringement lawsuit filed by a startup called iyO.
Jony Ive’s Startup io Faces Legal Heat From Audio AI Firm iyO
The startup iyO, with origins in Google’s X research lab, filed a lawsuit alleging that OpenAI’s use of the name “io” was too close to its own. Both startups operate in the space of AI audio and wearable devices, which makes the claim more substantial.
According to iyO, the name “io” creates market confusion due to its similar spelling and pronunciation to “iyO.” In response, the court issued a temporary restraining order, preventing OpenAI and Jony Ive’s startup from using the io brand in public communications.
OpenAI Trademark Lawsuit Doesn’t Stop Jony Ive AI Hardware Collaboration
Despite the legal hiccup, OpenAI confirmed that its hardware partnership with Jony Ive remains active. Sources from Bloomberg and The Verge report that the actual AI hardware development continues behind the scenes — only the branding “io” is currently suspended.
OpenAI stated that the lawsuit is “hypothetical in nature” and has no bearing on the actual project’s progress. For now, it’s a branding issue, not a product issue.
What OpenAI Has Removed About the io Project and Jony Ive’s Involvement
To comply with the court’s order, OpenAI has removed:
- The official blog post about the OpenAI io project
- A YouTube video where Sam Altman discussed the collaboration with Jony Ive
- Mentions of “io” on social platforms, GitHub, and company announcements
This cleanup strongly suggests OpenAI is playing it safe legally, even if they plan to defend their use of the name in court.
Jony Ive’s io Branding Setback Highlights Importance of Trademark Due Diligence
For a brand like OpenAI, which is under global scrutiny, even a branding misstep can lead to major public relations and legal challenges. The removal of the io brand from all promotional materials shows how critical trademark compliance is — especially in emerging tech categories like AI hardware.
And while Jony Ive is no stranger to branding brilliance, even top-tier designers can run into legal conflicts when names aren’t thoroughly vetted.
OpenAI io Project May Get Rebranded But Hardware Vision Still Strong
Experts believe that OpenAI and Jony Ive may soon announce a new name for the io project to sidestep the legal issues. This would allow the AI hardware product to move forward without further legal delay.
The vision behind the project — creating an intelligent, human-first hardware device powered by OpenAI’s models and designed with Jony Ive’s signature elegance — remains untouched.
What Comes Next for OpenAI and Jony Ive’s AI Hardware Effort
The temporary injunction from the court means the matter is not yet resolved. OpenAI can either settle, fight the trademark dispute in court, or rebrand the project altogether.
Until then, development continues quietly. And knowing the capabilities of Jony Ive and OpenAI, we can expect a strong comeback — potentially with a different name but the same groundbreaking mission.
Final Thoughts on the OpenAI io Trademark Dispute
This trademark issue serves as a critical reminder that even billion-dollar companies can face major roadblocks over naming and branding. The OpenAI-Jony Ive io branding removal may be temporary, but it shows how seriously courts take IP disputes in the tech world.
Still, fans of Jony Ive’s design philosophy and OpenAI’s innovation won’t be disappointed — the AI hardware collaboration is still alive and well. We just might be calling it something else very soon.
Key Takeaways on OpenAI io Branding Lawsuit and Jony Ive Hardware Deal
OpenAI removed all mentions of “io” after a trademark lawsuit by startup iyO
Jony Ive’s AI hardware project with OpenAI remains active despite the dispute
The court issued a temporary restraining order against OpenAI’s use of “io”
Product development is still underway, with possible rebranding in the future
Trademark due diligence is critical in fast-growing AI hardware markets