OpenAI has taken down promotional materials related to its significant partnership with legendary designer Jony Ive and his design firm, io. The move, which included the removal of a video featuring OpenAI CEO Sam Altman and Ive discussing their joint vision for an AI device, follows a trademark lawsuit filed by a company called iyO.
The sudden disappearance of content from OpenAI’s website and YouTube channel sparked initial speculation that the reported $6.5 billion deal, OpenAI’s most ambitious step into hardware, might be in trouble. However, OpenAI and sources familiar with the situation have clarified that the underlying acquisition deal remains “on track” and has not been dissolved.
Why the Content Was Removed: A Trademark Dispute
The reason for the content removal is a temporary restraining order issued by a California federal judge. The order was a direct response to a trademark lawsuit filed by iyO Inc.
IyO is a startup that originated from Alphabet’s experimental “moonshot factory,” Google X. They are developing and currently taking preorders for their own AI-powered, in-ear audio computer called the “iyO One.” This device is designed as a screenless computer for natural language interaction, aiming to replace traditional interfaces like phones or tablets.
The lawsuit alleges that OpenAI’s use of the name “io” for Jony Ive’s design startup infringes upon iyO’s existing trademark rights. IyO argues that the names “io” and “iyO” are too similar and will cause confusion among consumers and investors, particularly as both companies are developing AI-centric hardware. IyO claims that the announcement of OpenAI’s “io” initiative, especially given its conceptual similarity to their product, harmed their market momentum.
OpenAI Disagrees and Looks Ahead
OpenAI has publicly stated that it disagrees with iyO’s trademark complaint and is reviewing its legal options. Representatives for Jony Ive have reportedly called the lawsuit “utterly baseless” and vowed to fight it vigorously.
While the promotional content showcasing the collaboration has been removed from official OpenAI platforms, the core partnership continues. Jony Ive, renowned for his design work on iconic Apple products like the iPhone, is slated to lead design aspects within the venture, focusing on creating an AI companion device. OpenAI has provided limited details about their planned product from the “io” partnership, noting it is “at least a year away from offering any goods or services” and is intended to be a “general consumer product for the mass market,” not an in-ear device like iyO’s product.
The temporary removal of promotional materials underscores the challenges companies face in the rapidly evolving and competitive AI hardware landscape, where establishing distinct branding and navigating intellectual property rights are crucial. The legal battle over the “io” name is expected to continue, with more court hearings scheduled.
