Apple has filed a trademark lawsuit against a U.S. cinema chain, accusing it of capitalising on the tech giant’s globally recognised name.
In a dispute that underscores how fiercely major corporations guard their brands, Apple has initiated legal action against Apple Cinemas, a small theatre chain headquartered in Massachusetts. The company, which has been operating since 2013, is being asked to drop “Apple” from its name and pay damages for allegedly misleading consumers and leveraging Apple Inc.’s reputation.
Brand Clashes Are Nothing New
Trademark battles over names are not unusual. McDonald’s famously clashed with a small Irish fast-food outlet using the “Mac” name, while Starbucks fought a legal war with a New Hampshire coffee roaster over the term “Charbucks.” Apple, known for aggressively protecting its intellectual property, has now become the latest corporate heavyweight to enter such a dispute.
This lawsuit follows other high-profile actions by Apple this year, including litigation against a YouTuber who published what were claimed to be “recreations of iOS 26” and a $95 million settlement to compensate users affected by a privacy breach.
Why Apple Is Taking Action
Apple Cinemas, operated by Sand Media, has recently accelerated its expansion, securing leases in high-profile locations, including a historic San Francisco theatre formerly managed by AMC and CGV. The chain aims to reach 100 sites nationwide over the next decade.
However, Apple alleges that Apple Cinemas’ branding—complete with a stylised apple logo—creates public confusion, leading some customers to believe the theatres are linked to Apple’s technology and entertainment services, such as Apple Studios and Apple TV+.
The lawsuit cites online reviews describing Apple Cinemas as “greasy, dirty and grungy,” warning that such experiences risk damaging Apple’s premium brand image. “Consumers should not walk into an Apple Cinemas location thinking it is connected to the famous Apple brand, with all its goodwill and brand equity,” said Miranda Means, Apple’s attorney, in court filings.
Trademark Roadblocks
The conflict escalated after Sand Media applied for a trademark on “Apple Cinematic Experience.” The U.S. Patent and Trademark Office rejected the application, ruling that it could create consumer confusion with Apple Inc. Despite receiving a cease-and-desist letter, Apple claims the theatre operator persisted with its expansion and even targeted shopping centres already hosting Apple Stores.
According to Apple’s complaint:
“Faced with Defendants’ plan to expand to 100 theatres nationwide, as well as widespread public confusion about Apple’s involvement in the theatres, Apple has no alternative but to file this lawsuit to protect its brand and customers from deception.”
What’s Next?
Apple Cinemas maintains its name originated from a now-abandoned plan to open a location at the Apple Valley Mall in New England. Despite no link to Apple Inc., the company kept the branding as it grew across the Northeast.
Legal analysts note that such trademark disputes often result in negotiated settlements rather than prolonged trials. However, given Apple’s history of defending its trademarks vigorously, industry watchers expect the tech giant to push aggressively for a name change and financial compensation.
