Overview

• On August 1, Apple filed suit in Massachusetts federal court asking to bar Apple Cinemas from using the “Apple” name and to recover damages for trademark dilution.
• The complaint alleges Sand Media’s chain intentionally locates new theaters near Apple retail stores and uses high-tech branding to leverage Apple’s reputation.
• Founded in 2010, Apple Cinemas opened its first venue in 2013 and now runs 14 theaters with 161 screens across seven states.
• Both “Apple Cinemas” and “ACX” trademark applications were denied by the USPTO in 2024, and Apple’s December cease-and-desist letter went unanswered.
• Apple points to social media posts where consumers asked if the theaters were affiliated with Apple or shown only AppleTV content as proof of public confusion.