OpenAI Discontinues ‘io’ Branding for Its AI Hardware

OpenAI will not utilize the name “io” for its upcoming AI hardware line, as stated in a court filing on Monday.

This motion is part of a trademark infringement lawsuit initiated last year by audio device startup iyO, which filed a suit against OpenAI after it acquired the renowned Apple designer Jony Ive’s startup io. Peter Welinder, OpenAI’s vice president and general manager, indicated in the filing that the company had reassessed its product-naming strategy and “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.”

Welinder further noted that OpenAI has gained a clearer timeline for launching its devices. The filing stated that the first hardware device will not ship to customers until after February 2027.

Previously, OpenAI mentioned its intention to unveil the AI device in the latter half of 2026. The first prototype is reportedly a device without a screen that can rest on a user’s desk alongside a phone and laptop. Welinder also mentioned that OpenAI hasn’t developed packaging or marketing materials for its inaugural hardware device, as per the filing.

OpenAI did not respond promptly to WIRED’s request for comment.

This development comes amid rampant speculation about OpenAI’s hardware initiatives. A now-discredited Reddit thread gained traction over the weekend, alleging that OpenAI had withdrawn a Super Bowl advertisement featuring the launch of its forthcoming device. An individual shared the supposed ad, showcasing actor Alexander Skarsgård wearing silver headphones and interacting with a reflective puck. The video circulated widely on social media, including shares by Reddit co-founder Alexis Ohanian.

OpenAI spokesperson Lindsay McCallum confirmed to WIRED that the ChatGPT developer had no involvement with the ad in question.

In May 2025, OpenAI announced it would acquire Jony Ive’s secretive consumer hardware subsidiary for $6.5 billion, marking the company’s largest acquisition to date. At that time, io was positioned as an emerging company that would integrate with OpenAI to form a range of AI devices.

Since then, the company has found itself entangled in a complicated trademark infringement lawsuit that has likely unveiled more about its devices than OpenAI intended. iyO asserts that OpenAI and io leaders met with iyO executives and evaluated the company’s AI audio technology prior to the acquisition announcement.

Previously, OpenAI executives indicated in legal filings associated with this lawsuit that the prototype CEO Sam Altman referred to in io’s launch video was “not an in-ear device, nor a wearable device.”