OpenAI will not use the name “io” for its planned AI hardware device, according to a court filing in an ongoing trademark lawsuit. The filing states the company will abandon the “io” branding and confirms the device is not expected to ship until 2027. The decision marks a clear shift in the company’s branding plans and shows how trademark disputes can shape product strategy. It also answers ongoing questions about how OpenAI plans to present its first hardware effort, even as the product remains some distance from market. While the company has not shared new technical details about the device, the filing settles a key point: the “io” label will not appear on any eventual hardware.
Court filing confirms end of ‘io’ branding
The court filing states OpenAI will not use “io” to brand its forthcoming AI hardware. The document, lodged as part of a trademark lawsuit, indicates the company has opted to step away from the contested term rather than continue to defend it for a product that remains in development. The filing also notes the device is not expected to ship until 2027, setting a long lead time between the legal decision and any public release.
The choice to withdraw from “io” removes a potential conflict before it reaches users. Companies often change product names during development, but doing so in the context of a trademark case highlights how legal checks run alongside engineering and design work. The filing provides one of the clearest official signals to date about OpenAI’s hardware branding path, even as the company withholds other specifics about features, price, or markets.
Why trademarks shape technology product names
Trademarks protect brand names, logos, and other identifiers so that consumers can distinguish one supplier’s goods or services from another’s. In practice, a company that adopts a name already used or registered by someone else in a related field risks legal challenge. Courts consider factors such as similarity of the marks, the types of goods involved, and the chance that buyers might be confused.
This framework matters in technology because product names often overlap with technical terms. A naming conflict can delay launches, force costly rebranding, and confuse potential customers. By dropping “io” during litigation, OpenAI avoids selling hardware under a name that could later be restricted or barred. It also reduces the risk that early marketing materials or developer documentation would need urgent changes later, once a product is in users’ hands.
The ‘io’ label and its crowded place in tech
The term “io” appears frequently across the technology sector. In computing, “I/O” stands for input/output, a basic concept that describes data moving between systems and devices. Separately, many companies use “.io” domain names, which have become common among startups and developer tools. As a result, “io” shows up in product names, libraries, services, and web addresses across the industry.
This crowded landscape can make distinct branding harder to secure. A short, generic-sounding term may feel familiar and tech-forward, but it can also attract disputes if others already use it in adjacent markets. The court filing indicates OpenAI chose to step back from “io” for its hardware, a decision that removes a potentially contested signifier and pushes the company to identify a more distinctive label for any future device.
What the timeline tells us—and what it does not
The filing indicates the AI hardware device is not expected to ship until 2027. That suggests the product remains in development, with design, manufacturing, software integration, and compliance work still to do. Hardware projects typically move through phases that include prototyping, testing, supply chain setup, and regulatory approvals. Any of these steps can influence timing.
Beyond the 2027 expectation, the filing does not provide further technical or commercial details. It does not state the device’s form factor, use cases, or intended markets. It also does not indicate a new name. For now, the only confirmed updates are the end of the “io” branding and a distant shipment horizon.
Branding changes before launch: a common, if costly, step
Changing a product name before release is not unusual, particularly when legal challenges arise. Companies sometimes file trademarks early, test names in marketing research, and adjust course based on legal feedback or potential overlap with existing marks. Rebranding late in development can add cost, as teams must revise packaging, user interfaces, developer resources, and retailer materials.
Taking the decision now allows OpenAI to align its product design and communications with a different brand from the outset. It also means partners, component suppliers, and any third-party developers have a clear instruction to avoid “io” in documentation or integration points linked to the forthcoming device.
Legal context: how trademark disputes get resolved
Trademark disputes often resolve through settlements, coexistence agreements, rebranding, or court judgments. Parties assess the strength of their rights, the risk of confusion, and the cost of continued litigation. In many cases, abandoning a contested mark for a not-yet-released product offers a practical path to certainty and prevents disruptions after launch.
The filing here provides definitive clarity on the branding at issue. While the broader case record may contain more filings and arguments, the key point for users and partners is straightforward: OpenAI will not bring its hardware to market under the “io” name. That limits the chance that future buyers encounter two similar names for related products or services.
Industry backdrop: software leaders move toward devices
The broader industry has seen software-focused companies invest in hardware to offer integrated experiences. Hardware can provide tighter control over performance, user interface, and security features, while also enabling new ways to access AI services. These moves often require careful naming and positioning to avoid overlap with existing product lines and brands.
OpenAI has not released detailed public information about its hardware plans. The only confirmed elements from the filing concern branding and timing. Any future announcements will determine how the device connects to the company’s software ecosystem and how it differentiates itself in a market with many AI-enabled gadgets.
What this means
- For users: Expect a different name if and when OpenAI releases an AI device. No product specifications or launch markets are confirmed. The current expectation places any shipment in 2027.
- For developers and partners: Avoid using “io” in documentation or pre-release materials tied to OpenAI hardware. Plan for updated naming once the company formally announces a brand.
- For retailers and distributors: Any preparation should not assume “io” branding. Inventory systems, listings, and marketing assets will need the final approved name.
- For brand owners and legal teams: The filing underscores the value of early trademark clearance, especially for short or common tech terms that tend to be widely used.
This step draws a line under a key question about OpenAI’s hardware venture: what it will not be called. By removing “io” from contention and signalling a long runway to any shipment, the company reduces branding risk ahead of a complex build. The precise name, features, and launch strategy remain to be disclosed. For now, the record shows a clear, court-noted decision on branding and a timeline that keeps any device several cycles away from buyers.
When and where
The change was disclosed in a court filing in an ongoing trademark lawsuit, made public on 10 February 2026. First reported by Wired.
