The U.S. Ninth Circuit Court of Appeals has affirmed a temporary restraining order that bars OpenAI from using the 'io' brand. The 'io' company, a venture launched in collaboration between Sam Altman and Jony Ive, remains unable to market its products under the 'io' name as the trademark infringement dispute remains ongoing. The legal dispute began after OpenAI announced its acquisition of the business previously known as Ive's 'io' company. In response, iyO (presumably a typographical error for Ive's 'io' company or a related entity) filed a lawsuit, citing concerns over 'name confusion and product competition.'

The initial court ruling sided with iyO, and OpenAI's subsequent appeal was dismissed. The appellate court outlined three main reasons for its decision: firstly, the identical pronunciation of both companies' names creates a high potential for consumer confusion; secondly, there is a risk of what is known in trademark law as 'reverse confusion,' where a larger company's use of a name overshadows that of a smaller, established user; and thirdly, OpenAI's marketing efforts could jeopardize iyO's ability to secure financing. The case will now proceed to a district court, with a preliminary injunction hearing set for April 2026. Further legal proceedings could extend until 2028. The prohibition on using the 'io' brand introduces uncertainty regarding the launch of collaborative products between OpenAI and Ive, as well as the overall outcome of the trademark dispute.