OpenAI has abandoned plans to use the name “io” for its upcoming artificial intelligence hardware, according to court filings linked to an ongoing trademark dispute. The decision sheds new light on the company’s push into consumer devices and its timeline for launching physical AI products.
The change follows legal action from audio technology start-up iyO, which challenged OpenAI’s use of the name after the company acquired a hardware venture led by former Apple design chief Jony Ive. In the filings, OpenAI confirmed it has decided not to use “io”, or any variation of the name, in connection with its AI-enabled hardware.
The documents also reveal fresh details about OpenAI’s hardware roadmap. The company’s first device, previously described as a screen-free AI companion designed to sit alongside a phone or laptop, is now unlikely to ship before early 2027. This pushes back earlier expectations that hardware could arrive in the second half of 2026.
OpenAI’s move into hardware gained momentum in 2025 with the acquisition of Ive’s design team in a deal reportedly valued at around £5bn. The partnership fuelled speculation that OpenAI was preparing to compete directly with consumer tech giants by embedding its AI models into everyday devices.
While the branding setback may appear minor, it highlights the challenges of transitioning from software to hardware. Naming, design, manufacturing and regulation all add layers of complexity that software-first companies do not typically face.
OpenAI has not commented publicly on the branding change, but the court filings suggest the company is continuing work on its hardware ambitions behind the scenes. As competition in consumer AI intensifies, the success of OpenAI’s first device could shape how artificial intelligence moves beyond screens and into daily life.
Author: Kieran Seymour