OpenAI will cease using the “io” branding for its upcoming AI hardware devices, as stated in a recent court filing related to a trademark lawsuit. The lawsuit was initiated by the audio startup iyO, which sought legal action against OpenAI after it acquired Jony Ive’s startup, io. In the filing, OpenAI’s vice president Peter Welinder confirmed the company’s decision to forgo the “io” name completely in any associations with their AI hardware products.
Furthermore, OpenAI provided an updated timeline for the release of its hardware, indicating that the first device is not expected to reach consumers until after February 2027. Earlier estimates had suggested a launch in the second half of 2026. The prototype, described as a screenless device intended for desktop use alongside personal technology like phones and laptops, is still in the developmental phase without finalized packaging or marketing materials.
Amidst this trademark dispute, there have been rampant rumors regarding OpenAI’s hardware initiatives. A recent falsified Reddit post claimed to showcase a Super Bowl advertisement for the unreleased device, featuring actor Alexander Skarsgård. An OpenAI representative, Lindsay McCallum, clarified that the company was not associated with the alleged advertisement.
OpenAI’s acquisition of Jony Ive’s io, announced in May 2025 for $6.5 billion, represented the company’s largest expansion into hardware. Initial reports described io as a venture poised to create a suite of AI devices. However, following the acquisition, the ongoing lawsuit has drawn attention to how closely the two companies had interacted prior to the merger, with claims that they tested iyO’s AI audio technology.
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