OpenAI Abandons ‘io’ Branding for Its AI Hardware | EUROtoday

OpenAI won’t use the identify “io” for its forthcoming line of AI {hardware} units, based on a Monday court docket submitting.

The movement is a part of a trademark infringement lawsuit filed final yr by audio gadget startup iyO, which sued OpenAI after it acquired famed Apple designer Jony Ive’s startup io. Peter Welinder, OpenAI’s vice chairman and normal supervisor, mentioned within the submitting that OpenAI had reviewed its product-naming technique and “decided not to use the name ‘io’ (or ‘IYO,’ or any capitalization of either) in connection with the naming, advertising, marketing, or sale of any artificial intelligence-enabled hardware products.”

Welinder additionally mentioned that OpenAI now has a greater understanding of the timeline for getting its units to market. In the submitting, the corporate mentioned its first {hardware} gadget gained’t ship to prospects earlier than the tip of February 2027.

Previously, OpenAI has mentioned that it’s planning to unveil its AI gadget within the second half of 2026. The firm’s first prototype is reportedly a screenless gadget that may sit on a person’s desk, and accompany a cellphone and laptop computer. Welinder additionally mentioned that OpenAI has but to create packaging or advertising and marketing supplies for its first {hardware} gadget, based on the submitting.

OpenAI didn’t instantly reply to WIRED’s request for remark.

The information comes as wild rumors proceed to unfold about OpenAI’s {hardware} efforts. A now debunked Reddit thread went viral over the weekend, claiming that OpenAI had pulled a Super Bowl advert unveiling its forthcoming gadget. Someone posted the alleged advert, which featured the actor Alexander Skarsgård sporting a pair of silver headphones and tapping a reflective puck. The video was shared extensively on social media, together with by Reddit cofounder Alexis Ohanian.

OpenAI spokesperson Lindsay McCallum confirmed to WIRED that the ChatGPT-maker had nothing to do with the advert in query.

OpenAI introduced again in May 2025 that it will purchase Jony Ive’s secretive client {hardware} subsidiary for $6.5 billion, marking the corporate’s largest acquisition ever. At the time, io was marketed as a brand new firm that may merge with OpenAI to create a household of AI units.

Since then, the corporate has been embroiled in a messy trademark infringement lawsuit that’s seemingly revealed greater than OpenAI would have preferred about its units. iyO claims that OpenAI and io executives met with iyO leaders and examined the corporate’s AI audio expertise earlier than the acquisition was introduced.

OpenAI leaders beforehand revealed in filings associated to this lawsuit that the prototype CEO Sam Altman talked about in io’s launch video was “not an in-ear device, nor a wearable device.”