Apple is suing a US movie theatre chain over their name in a bizarre lawsuit.
Disputes over company names have led to some pretty surprising and unexpected legal battles over the years.
McDonald's once fought a small Irish fast food restaurant that used the 'Mac' trademark. Meanwhile, coffee shop chain Starbucks went after a small New Hampshire coffee roastery called 'Charbucks' in the 1990s over the similarity of their name.
Now, Apple has joined in the latest story of brand confusion.
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Already this year, the iOS developer sued a YouTuber over what he claimed to be 'recreations of iOS 26' while many Apple users are expected to receive part of Apple's $95,000,000 settlement from a breach of user privacy.
The tech giant is reportedly suing a small movie theatre company over its name 'Apple Cinemas.'
The lawsuit orders the theatre to remove the name 'Apple' from its corporate name. It also demands for Apple Cinemas to pay unspecified damages for allegedly confusing customers and piggybacking on the tech company's brand recognition.
Apple Cinemas opened its first theatre in Massachusetts back in 2013.
According to the Hollywood Reporter, the company says its name came from initial plans to open in the Apple Valley Mall in New England – which is completely unaffiliated with the iPhone developer. They kept their services in the Northeast for a long time before announcing their big expansion plans for 2024.
Recently, Apple Cinemas signed a lease to take over a historic San Francisco cinema that used to be run by AMC and CGV. The move is part of their wider goal to expand to 100 locations across the country over the next decade.
Apple thinks the theatre chain is trying to trick people into believing they're connected to the MacBook maker, which could hurt Apple's reputation and steal customers who believe they are getting the 'real' Apple experience.
But, people must know that Apple doesn't have a cinema division, right? Well, actually, Apple launched Apple Studios in 2019 and has been offering movie-type entertainment since 1999, with QuickTime Movie Trailers. The industry giant has also held cinema events with film festivals like the Tribeca Film Festival.
The dispute intensified when Sand Media, Apple Cinemas' parent company, applied for the trademark 'Apple Cinematic Experience' and received a denial. A trademark examiner determined the proposed name could create consumer confusion with Apple Inc.
Apple responded with a cease and desist letter, but alleges that Apple Cinemas subsequently adopted a stylised apple logo and targeted its expansion locations in shopping centres already housing Apple Stores.
The complaint reads: “Faced with Defendants' plan to expand to 100 theatres nationwide, as well as widespread public confusion about Apple's involvement in the theatres, Apple has no alternative but to file this lawsuit to protect its brand and customers from deception.”
Adding salt to the wound, negative customer reviews described the Apple Cinema facilities as 'greasy, dirty and grungy' and understandably, Apple Inc. didn't want this type of experience to affect their reputation.
“Consumers should not go to an ‘Apple Cinemas’ theatre thinking it is connected to the famous Apple brand, with all its goodwill and brand equity,” said Miranda Means, an attorney representing Apple in the lawsuit.