OpenAI Abandons ‘io’ Branding for Its AI {Hardware}

OpenAI is not going to use the identify “io” for its forthcoming line of AI {hardware} gadgets, in line with a Monday courtroom 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 common supervisor, stated within the submitting that OpenAI had reviewed its product-naming technique and “determined to not use the identify ‘io’ (or ‘IYO,’ or any capitalization of both) in reference to the naming, promoting, advertising and marketing, or sale of any synthetic intelligence-enabled {hardware} merchandise.”

Welinder additionally stated that OpenAI now has a greater understanding of the timeline for getting its gadgets to market. Within the submitting, the corporate stated its first {hardware} gadget received’t ship to clients earlier than the top of February 2027.

Beforehand, OpenAI has stated that it’s planning to unveil its AI gadget within the second half of 2026. The corporate’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 stated that OpenAI has but to create packaging or advertising and marketing supplies for its first {hardware} gadget, in line with 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 Tremendous Bowl advert unveiling its forthcoming gadget. Somebody posted the alleged advert, which featured the actor Alexander Skarsgård carrying 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 Could 2025 that it could purchase Jony Ive’s secretive client {hardware} subsidiary for $6.5 billion, marking the corporate’s largest acquisition ever. On the time, io was marketed as a brand new firm that might merge with OpenAI to create a household of AI gadgets.

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 gadgets. iyO claims that OpenAI and io executives met with iyO leaders and examined the corporate’s AI audio know-how 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 gadget, nor a wearable gadget.”