OpenAI has decided to abandon the ‘io’ branding for its upcoming line of AI hardware devices, as revealed in a recent court filing amidst a trademark lawsuit, according to a WIRED report. The decision follows a legal dispute with audio device startup iyO over the name, which OpenAI had acquired from famed Apple designer Jony Ive’s startup io. Peter Welinder, OpenAI’s vice president and general manager, stated in the filing that the company will not use ‘io’ or variations in connection with their AI hardware products’ naming, marketing, or sales. The first hardware device from OpenAI is now expected to reach customers no earlier than February 2027, a delay from the previously anticipated 2026 launch. This development underscores the strategic importance of brand identity in the competitive AI hardware market.
Amidst rumors about OpenAI’s hardware endeavors, including a debunked Super Bowl ad speculation, the company clarified that it had no association with the viral ad featuring actor Alexander Skarsgård. OpenAI’s acquisition of Jony Ive’s consumer hardware subsidiary in 2025 for $6.5 billion marked a significant expansion into the hardware domain, highlighting the organization’s commitment to advancing AI technologies.
Source: WIRED