OpenAI has removed a widely shared promotional video celebrating its $6.5 billion acquisition of io—the AI hardware startup founded by Sam Altman and famed Apple designer Jony Ive—following a court order tied to a trademark dispute.
The video, which had featured Altman and Ive discussing their vision for AI-integrated hardware, was pulled from OpenAI’s website and YouTube account. Despite the abrupt takedown, sources close to the matter insist the deal remains intact.
The ‘io’ Name Sparks Legal Trouble
According to reporting by Bloomberg’s Mark Gurman, the issue stems from a restraining order issued due to a trademark complaint filed by iyO, a separate startup spun out of Alphabet’s moonshot division. iyO’s legal team claims that OpenAI’s use of the name ‘io’ could mislead consumers, especially with both companies developing AI-powered devices.
OpenAI updated its original announcement page with the message:
“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.”
The promotional materials remain accessible on X (formerly Twitter), but the situation has cast a shadow over OpenAI’s latest high-profile move.
Deal Status Remains Unchanged
Despite the trademark setback, OpenAI has confirmed that the dispute does not affect its acquisition of io or the involvement of Jony Ive in future design projects. The legal development only impacts branding and promotional content—not the underlying agreement or development roadmap.
The iyO startup, which recently unveiled AI-driven generative earbuds, is pressing its trademark case on the grounds that consumer confusion is already occurring. A Bloomberg Law report suggests the judge may lean toward supporting iyO’s position.
