Apple Inc. has felt a federal cause against Apple Cinemas, a cinema chain in the United States, accusing it of violation of the brand and exploitation of the brand. The cause, intended in Massachusetts, arrives while the cinema chain is preparing for an ambitious expansion in 100 offices at national level, including new stores in San Francisco, a few miles from the Apple Cupertino headquarters. Apple claims that the similarity in the names is likely to mistake consumers to think that the two companies are affiliated, above all because the technology giant becomes increasingly active in the film and entertainment sector.
Apple’s legal move: what triggered the cause
Although Apple Cinemas was founded in 2010 and opened its first theater in 2013, Apple had not taken legal actions so far. The situation changed when the theatrical chain expanded west in 2025, launching a new leading position in San Francisco and making fun of further places near the Apple retail stores. According to Apple, this proximity to its origin of origin and to the retail sales hubs, combined with the use by the theater of the term “Apple”, represents a risk of confusion of consumers.
Denial of the brand and ignored warningsApple cinemas previously applied to the Patent Office and trademarks of the United States (USPTO) to record “Apple Cinemas” and “ACX – Apple Cinematic Experience”, but both applications have been rejected. The USPTO established that the names could cause confusion with the established brands of Apple Inc .. Apple also sent letters of termination and desists to Sand Media, the owner of the chain, which according to what reported has not received a response. Apple’s legal deposit says that all efforts to solve the problem have been friendly ignored.
Apple supports the brand’s risk of dilution
In his complaint, Apple claims that Apple Cinemas “is consciously and intentionally using the name Apple to sow the confusion to his own advantage”. He also quotes chat on social media and marketing language from cinema that could imply a connection with technological society, in particular around the release of Apple films, such as F1: The Movie, which is currently projecting at the San Francisco headquarters in Apple Cinemas. Apple states that this undermines the uniqueness and value of its brand.
What’s at stake and what will come later
Apple is looking for an injunction to prevent Apple’s cinemas from using the name “Apple” and possibly force a rebranding of all its chain. The company is also pursuing monetary damage for the alleged violation. The case raises important questions about the rights of the brand, especially when two companies operate in different sectors but share similar commercial spaces, such as media and entertainment. If Apple prevails, it could set up a legal preceding for future cases of brands between the sectors. In a broader context, this cause reflects Apple’s growing sensitivity to the dilution of the brand while expanding in new sectors beyond hardware and software. Legal experts suggest that the result could have wider implications, potentially influencing the way the technology giants apply brands in the adjacent industries, especially as traditional boundaries between technology, entertainment and retail sale continue to escape.
