Overview

• The complaint, filed August 1 in U.S. District Court in Massachusetts, alleges deliberate misuse of Apple’s APPLE trademark and service mark and seeks to bar the theater chain from using the word “Apple” in its name
• Apple argues that the name Apple Cinemas has confused consumers and diluted its brand, pointing to social media posts and media coverage questioning any affiliation with the tech company
• The lawsuit highlights Apple Cinemas’ July opening in San Francisco, located less than 50 miles from Apple’s Cupertino headquarters and sited near Apple retail stores
• Apple notes the U.S. Patent and Trademark Office refused to register “Apple Cinemas” and “ACX” marks in 2024 and says Sand Media ignored subsequent cease-and-desist letters
• Headquartered in Walpole, Massachusetts, Apple Cinemas currently operates 14 theaters with 161 screens across seven states and plans an aggressive expansion to roughly 100 locations nationwide