Overview

• Apple Inc. filed a trademark infringement lawsuit on August 1 in Massachusetts federal court against Sand Media’s Apple Cinemas to halt its use of the “Apple” name and seek unspecified damages.
• The tech giant says Apple Cinemas ignored USPTO refusals in October 2024 and a December cease-and-desist letter before opening a San Francisco location in July less than an hour from Apple’s Cupertino headquarters.
• According to the complaint, the theater chain plans an aggressive national expansion to 100 venues and is positioning theaters in malls near Apple Stores to benefit from perceived affiliation.
• Apple alleges that public confusion over the connection led to consumer questions and that negative reports of theater quality risk diluting its brand equity.
• The case marks Apple’s latest move in longstanding trademark enforcement across its entertainment divisions, with proceedings now pending in federal court.