OpenAI has removed all mentions of ‘io,’ the AI hardware startup founded by former Apple designer Jony Ive, from its website and social media after being hit with a trademark suit by a company called IYO.
According to Bloomberg, the legal challenge was filed on June 9, 2025, in the U.S. District Court for Northern California, accusing OpenAI, Alta man, Ive, and LoveFrom of infringing IYO’s registered trademark “IYO.”
Founded in 2024, IYO develops bone‑conducted, voice‑activated wearable tech, such as its flagship product, IYO ONE, designed to allow hands‑free digital interaction. The lawsuit asserts that OpenAI and Ive “willfully” chose the name io, a homophone of IYO, for their venture soon after IYO pitched hardware ideas to OpenAI’s leadership
IYO claims the move caused consumer confusion and undermined their brand identity just as they began fundraising. The complaint seeks an injunction to halt usage of the io name, damages, and legal fees.
Despite taking down promotional materials “under court order”, OpenAI says it disagrees with the allegations and intently reviews its legal response. The company clarified that the removal is limited to branding and online presence, and not its operations or acquisition of io.
According to OpenAI, the agreement to integrate io’s 55-strong engineering team and bring back Jony Ive’s creative leadership remains firm. First revealed last month, the deal brings Ive’s team into OpenAI’s fold, aiming to create a new class of device launching in 2026, distinct from smartphones or traditional wearables.
IYO portrays itself as a small startup standing up to a tech giant, asserting its brand was hijacked, citing past deals in which OpenAI has won trademarks, including a dispute over “Open AI” usage. The company seeks a temporary restraining order to bar OpenAI from using the “io” name in any promotions or commerce.
OpenAI, in turn, stresses the deal and its hardware ambitions will continue, even as it pursues legal remedies to counter the complaint.
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