Overview

• Apple filed a suit on August 1 in Massachusetts federal court seeking monetary damages and an injunction to bar Apple Cinemas from using “Apple.”
• In its complaint, Apple alleges the theater chain strategically expanded near Apple retail stores and its Cupertino headquarters to benefit from brand recognition.
• Apple cited social media posts and media coverage showing customers mistaking Apple Cinemas for an Apple-affiliated business.
• On August 11, Apple Cinemas formally responded, denying any connection to Apple Inc. and attributing its name to its Apple Valley Mall origins while asserting compliance with trademark laws.
• The USPTO rejected Apple Cinemas’ trademark applications in 2024, and the pending litigation will test the balance between senior trademark rights and local geographic naming defenses.