Jony Ive’s AI Gadget Project for OpenAI Loses ‘io’ Branding After Legal Ruling

• February 10, 2026

A startup founded by former Apple chief designer Jony Ive, which had recently become part of OpenAI, has lost the right to use the brand name “io” following a court decision. The ruling stems from a trademark conflict with an existing company named iyO.

Last year, after merging with OpenAI, the startup known as io faced a lawsuit regarding its brand identity. The dispute centered on the similarity between the names “io” and “iyO,” which the courts found to be problematic, ultimately prohibiting the use of the io brand by OpenAI and its associated projects.

Trademark Conflict Undermines Branding for AI Gadget Startup

The legal challenge underscores the complexities startups encounter when selecting brand names in a highly competitive market, especially when names resemble established trademarks. This case highlights the potential risks involved when a company’s brand overlaps closely with others in the tech landscape. Despite the innovative nature of the AI hardware being developed under Jony Ive’s guidance, the project must now undergo rebranding efforts to comply with the court’s restrictions.

OpenAI, having incorporated the startup into its broader AI ecosystem, will need to navigate the transition away from the io name carefully to maintain continuity and customer recognition. There is no information available regarding the new branding strategy or any modifications to the project’s development timeline due to this trademark issue.

This legal development serves as a reminder of the importance of thorough trademark vetting and the challenges tech companies face beyond product creation, particularly in areas related to intellectual property rights and branding disputes. The outcome of this case may influence how other AI startups approach naming and trademark registration moving forward.

An AI hardware startup led by former Apple designer Jony Ive has been barred from using the ‘io’ brand following a trademark dispute ruling.