Apple Inc. has filed a trademark infringement lawsuit against Apple Cinemas, a growing U.S.-based movie theatre chain. The lawsuit was submitted in a Massachusetts federal court and comes as the theatre group begins expanding westward — including a new location in San Francisco, not far from Apple’s Cupertino headquarters. The tech company argues that the cinema chain’s name and branding are likely to confuse consumers, especially as Apple itself becomes more active in film production and streaming.
Reason for the lawsuit
Although Apple Cinemas has been operating since 2013, the recent push to open theatres near Apple retail stores — including one in San Francisco — appears to have triggered legal action. Apple claims that the theatre’s use of the “Apple” name, especially in close proximity to its own stores and within the entertainment industry, risks misleading the public into believing there is an affiliation between the two companies.
The lawsuit also cites the screening of Apple Studios’ own productions, such as F1: The Movie, at Apple Cinemas locations as a possible source of brand confusion.
Trademark rejections and legal warnings
The dispute escalated after Apple Cinemas’ trademark applications for “Apple Cinemas” and “ACX – Apple Cinematic Experience” were rejected by the U.S. Patent and Trademark Office (USPTO). The USPTO determined that the names could cause confusion with Apple Inc.’s trademarks. Apple says it also sent cease-and-desist letters to Sand Media, the company behind the cinema chain, but received no response — prompting it to move forward with formal litigation.
Apple alleges that the theatre group is deliberately using the “Apple” name to benefit from the iPhone maker’s global brand recognition. The lawsuit highlights marketing material and online commentary that it believes reinforce this perception. Apple argues that this misuse could weaken its trademark, especially as the company continues to grow its entertainment division through Apple TV+ and original film production.
What Apple seeks from the court
In the lawsuit, Apple is seeking an injunction that would block the theatre chain from using the “Apple” name going forward. The company is also pursuing financial damages, although the exact figure has not been disclosed. If the court rules in Apple’s favor, Apple Cinemas may be forced to undergo a complete rebranding.
The case raises broader questions about how far trademark protections extend when companies expand into adjacent industries. As Apple increasingly invests in media and content, the company appears to be more protective of its brand across all public-facing sectors. Legal experts suggest that the outcome of this case could influence how tech companies enforce brand identity in sectors beyond their core business.
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