OpenAI’s long-rumored push into consumer hardware just took a sharp branding turn. In a Feb. 10, 2026 court filing connected to the ongoing iyO trademark dispute, the company confirmed it will not use “io” (or “IYO,” in any capitalization) as the name for its AI hardware products.
At the same time, OpenAI says the hardware effort itself is still alive, only the label is changing. A spokesperson also confirmed a replacement brand is on the way, signaling that the company is repositioning before its first device ever reaches customers.
The court filing that made it official
The clearest statement arrived via a Feb. 10, 2026 court filing, later cited in coverage including WIRED. The filing excerpt reported that OpenAI “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.”
That language matters because it goes beyond pausing a campaign or pulling a webpage. It describes a decision about future naming, marketing, and sales, essentially foreclosing “io” as the consumer-facing brand for the planned hardware line.
The filing also helps explain why the dispute is not merely academic. Branding is one of the few assets that can be locked in early and scaled later, and court-record statements like this one can shape what both parties argue about confusion, intent, and commercial use.
Why “io” became legally complicated
The conflict traces back to iyO, which has publicly asserted trademark rights over “IYO.” In a June 11, 2025 press release distributed via PRNewswire, iyO said it filed suit alleging “willful” trademark infringement and cited a federal trademark registration, including Registration No. 7,409,119 for “IYO.”
OpenAI’s association with the “io” name became particularly visible after widespread reporting in May 2025 that OpenAI acquired Jony Ive’s “io” hardware startup in a deal often described as $6.5B. That high-profile narrative put “io” into the public vocabulary, making any claim of confusion or overlap more consequential.
By Feb. 11, 2026, Business Insider reported that OpenAI reiterated it is dropping “io” branding amid the iyO dispute. The picture that emerges is a company choosing to reduce trademark exposure early, before a public product launch cements the disputed naming in consumers’ minds.
The June 2025 takedown: early signal of a rebrand
Months before the Feb. 2026 filing, OpenAI already pulled back visible “io” materials. On June 22, 2025, OpenAI removed promotional assets, reported to include an announcement page and video, following a court order tied to the iyO trademark complaint.
OpenAI’s statement at the time was unusually direct about the cause. As reported, the company said: “This page is temporarily down due to a court order following a trademark complaint from iyO about our use of the name ‘io’. We don’t agree with the complaint and are reviewing our options.”
Reporting also suggested the underlying business relationship remained intact despite the branding disruption. TechCrunch, citing Bloomberg’s Mark Gurman, said the deal was still on track and had not dissolved, while the restraining order over the “io” name forced the removal of materials using it.
OpenAI’s message: new name coming, product timeline intact
Alongside the legal language, OpenAI has tried to keep its forward-looking messaging simple: the project continues, but the name changes. On Feb. 10, 2026 an OpenAI spokesperson confirmed: “We have decided to move forward with a new name, which we look forward to sharing in the future.”
That phrasing is careful. It doesn’t concede the merits of the complaint, but it does concede the practical reality that “io” is no longer the hill OpenAI wants to fight on, at least not as the outward-facing brand for AI devices.
Business Insider’s Feb. 11, 2026 report reinforced this stance, describing a clearer shipping timeline and reiterating the decision to abandon “io” branding, while referencing removed branding and promotional material. The strategy looks like containment: stabilize expectations, avoid confusion, and keep attention on the eventual product.
What we know about the first OpenAI hardware device
Even as branding shifts, some details about the first device have surfaced through reporting around the filing. The prototype is described as a “screenless” companion designed to sit on a desk and work alongside a phone and laptop, implying it complements existing devices rather than replacing them.
OpenAI also indicated it has not created packaging or marketing materials yet for the first device, according to the same court filing. In trademark terms, that claim supports an argument that the contested branding isn’t being actively used in commerce for hardware promotion, at least not in the typical product-launch sense.
Most notably, OpenAI says the first AI hardware device will not ship to customers before the end of February 2027, a timeline detail attributed to OpenAI VP/GM Peter Welinder in the filing and repeated in Feb. 2026 coverage. For consumers, that means any “OpenAI device” talk is still pre-launch; for the company, it creates a window to rebrand without disrupting an existing retail footprint.
Rumors, “leaks,” and the importance of controlling the narrative
Hardware rumors thrive in the absence of official product pages, names, and launch dates, especially when a famous designer and a high-dollar acquisition are part of the backdrop. In early 2026, OpenAI also had to address viral speculation about a “Super Bowl ad” leak purportedly revealing an OpenAI device.
OpenAI denied any connection to that circulating clip, saying the ad was fake and not connected to the company. That denial matters because marketing, real or fabricated, can affect brand perception, investor expectations, and even the legal temperature of a naming dispute.
When a company is simultaneously dropping a brand (like “io”) and promising a new one, unofficial “leaks” can fill the vacuum. OpenAI’s approach here suggests a desire to keep the public timeline clean: no premature branding, no unofficial product claims, and fewer statements that can be repurposed in litigation or amplified online.
OpenAI dropping “io” branding for hardware is less a retreat from devices than a reset of the label under which those devices will arrive. The Feb. 10, 2026 filing provides the most definitive line: “io” (and “IYO” in any capitalization) won’t be used for naming, marketing, or selling AI hardware products.
With shipment not expected before the end of February 2027, OpenAI has time to introduce a new name and build a fresh identity around a still-mysterious “screenless” desk companion. The coming challenge will be to make the rebrand feel intentional, not forced, while keeping excitement focused on what the hardware actually does, not what it’s called.
