OpenAI and famed Apple designer Jony Ive are still working on building new AI-powered devices — just not under the name “io.”
Over the weekend, OpenAI removed all mentions of the “io” brand from its website and social media pages. That includes a blog post and a polished nine-minute video that featured both Ive and OpenAI CEO Sam Altman.
So what happened? It comes down to a legal dispute over the name.
Another Company Claims the Name
A startup called iyO — which makes hearing devices and spun out of Google’s moonshot lab — has filed a trademark complaint against OpenAI.
The complaint argues that the name “io” sounds too similar to their own brand. As a result, a court order forced OpenAI to take down its io-related content — at least for now.
In a statement, OpenAI said:
“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.” – Kayla Wood, OpenAI spokesperson
What Was ‘io’ Supposed to Be?
The now-deleted post described “io” as a new design-focused hardware team, led by Jony Ive, that would work closely with OpenAI’s engineers in San Francisco.
Their mission was to build AI-powered products that could reshape how people use technology — something beyond just apps or chatbots.
In the original announcement, Ive and Altman said the goal was to create tools that “inspire, empower, and enable.” They had big plans, backed by a $6.5 billion investment.
The Deal Isn’t Canceled — Just Renamed (For Now)
While the “io” brand has gone quiet, the actual partnership between OpenAI and Ive’s team is still going strong.
- The hardware project is still in motion.
- Ive and his team are now part of OpenAI’s broader product efforts.
- They’re expected to rebrand the hardware initiative soon.
This is more of a name issue than a full stop. Think of it like hitting “pause” on marketing while the lawyers sort things out.
Why It Matters
OpenAI’s hardware project isn’t just another gadget launch. It’s being led by one of the most iconic designers in tech history — Jony Ive — who helped create the iPhone, iPad, and MacBook.
Pairing Ive’s design vision with OpenAI’s cutting-edge software could lead to a new kind of product — something purpose-built for interacting with powerful AI models in everyday life.
The name might change, but the ambition hasn’t.
What’s Next?
OpenAI hasn’t shared when — or if — it will bring back the “io” name. That depends on how the trademark dispute with iyO plays out.
In the meantime, the company is focused on pushing the hardware project forward, even if it happens behind the scenes for now.
Quick Summary
- OpenAI has removed all mentions of its hardware brand “io” after a trademark complaint from another company, iyO.
- The hardware project, led by Jony Ive, is still active and funded.
- The team will continue working with OpenAI’s engineers in San Francisco.
- A new name and brand identity are expected soon.
- OpenAI says it disagrees with the trademark complaint and is exploring legal options.
Final Thoughts
This kind of legal hurdle isn’t unusual in the tech world. Startups clash over names all the time. But OpenAI’s decision to take everything down so quickly shows they’re trying to avoid distractions while they build.
The real story here isn’t the name — it’s the partnership. If Ive and OpenAI deliver on their vision, the world could see a whole new category of AI devices designed from the ground up.
Stay tuned. The name may be in limbo, but the mission is very much alive.