$6.5 Billion Mega-Deal Followed by Deleted Videos—What’s Going On Behind the Scenes?
In June 2025, former Apple Chief Designer Jony Ive and OpenAI unveiled plans for a new AI hardware startup called IO Products, drawing significant public attention. However, shortly after the announcement, related videos and marketing materials were suddenly removed from OpenAI’s website, sparking speculation on social media that the deal might have fallen through.
According to representatives from both OpenAI and Ive, the cause lies in a “trademark dispute.” Reports suggest that another company developing AI hardware, IYO, has filed a lawsuit over the use of the name “IO,” and a court is now considering an injunction to block its usage.
Can They Still Use “IO”? Branding Strategy vs. Legal Risk
For Jony Ive, who has long emphasized the importance of design since his Apple days, a brand name is far more than just a label—it reflects the very philosophy of a product. The short, memorable name “IO” cleverly evokes Input/Output, making it a fitting choice for AI devices.
However, in the world of intellectual property, the simpler and more generic a name is, the more likely it is to cause legal trouble. “IO” is already in use by numerous companies, and if “IYO” had trademarked it first—even in a different technical or industry context—there is a very real risk that it could be deemed trademark infringement.
Speculation Swirls on Social Media: Growing Scrutiny of OpenAI
What makes this case notable is that the deletion of the promotional video stemmed from a superficial factor—trademark concerns—rather than the technical core of the partnership. This highlights the heightened PR risks facing OpenAI. In particular, the company has recently been under the spotlight due to internal personnel changes and reports related to fundraising, making it more susceptible to public scrutiny and speculation.
Just as OpenAI hoped to generate positive buzz with the glamorous news of its collaboration with Ive, the sudden video removal has led many on social media to sense that “something’s wrong.”
What’s Next? Will the Name “IO” Survive?
The key question going forward is whether the name “IO” will continue to be used or if it will be changed to avoid legal conflict. If they choose to keep the name, a prolonged legal battle is likely. If they opt to rebrand, a quicker resolution could be reached and marketing efforts could resume.
In any case, this episode is a textbook example of the intersection between technology, branding, and legal strategy. What truly matters, however, is not the name—but how the product itself will transform our lives in the years to come.