OpenAI Drops ‘io’ Branding for AI Hardware
▼ Summary
– OpenAI has formally stated it will not use the names “io” or “IYO” for its upcoming AI hardware products, as per a court filing in a trademark lawsuit.
– The company announced its first AI hardware device will not ship to customers before the end of February 2027, providing a clearer market timeline.
– OpenAI plans to unveil its initial prototype, described as a screenless desk device, in the second half of 2026 and has not yet created packaging or marketing materials for it.
– The company confirmed it had no involvement with a viral, debunked Super Bowl ad that falsely claimed to reveal its new hardware device.
– OpenAI’s acquisition of Jony Ive’s company “io” for $6.5 billion in May 2025 has led to a lawsuit that has inadvertently revealed details about its unreleased hardware prototypes.
OpenAI has officially abandoned its plan to use the “io” brand for its upcoming line of AI hardware products. This decision, revealed in a recent court filing, resolves a central point of contention in a trademark infringement lawsuit brought by the audio device startup iyO. The legal action began after OpenAI acquired the design firm io, founded by legendary Apple designer Jony Ive. Peter Welinder, OpenAI’s vice president and general manager, stated the company reviewed its naming strategy and will not use “io” or any similar variation for naming, marketing, or selling its AI-enabled hardware. This move clears a significant legal hurdle as OpenAI pushes forward with its ambitious hardware plans.
The court documents also provided a clearer, albeit delayed, timeline for the product’s arrival. OpenAI now indicates its first hardware device will not ship to customers before the end of February 2027. This updates a previous target of unveiling a device in the latter half of 2026. According to the filing, the initial prototype is described as a screenless device intended for a user’s desk, designed to complement a phone and laptop. Welinder further noted that packaging and marketing materials for this first product have not yet been developed.
This clarification arrives amidst a flurry of online speculation about OpenAI’s hardware. A viral but false Reddit post over the weekend claimed the company had pulled a Super Bowl advertisement to reveal its device. The fabricated ad featured actor Alexander Skarsgård interacting with a sleek, puck-shaped gadget while wearing silver headphones. The video gained traction after being shared by Reddit cofounder Alexis Ohanian. OpenAI spokesperson Lindsay McCallum confirmed the company had no involvement with the purported advertisement, dismissing the rumors.
The path to this hardware launch has been complex. OpenAI announced its landmark $6.5 billion acquisition of Jony Ive’s io subsidiary in May 2025, framing it as a merger to create a new family of AI devices. However, the subsequent lawsuit from iyO has forced the disclosure of several details. The audio startup alleges that OpenAI and io executives met with iyO leadership and tested its AI audio technology prior to the acquisition announcement. In earlier filings related to this case, OpenAI leaders clarified that the prototype mentioned by CEO Sam Altman in io’s launch video was specifically “not an in-ear device, nor a wearable device,” offering a rare glimpse into the product’s possible form factor.
(Source: Wired)
