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Lawsuit against Apple's movie division stirring controversy

Inevitable nature of the situation.

,   and  Administrator
3 min read
Apple's legal action over the cinema industry is causing attention and confusion
Apple's legal action over the cinema industry is causing attention and confusion

Lawsuit against Apple's movie division stirring controversy

In a continuation of its aggressive approach to safeguarding its trademark, tech giant Apple Inc. has filed a lawsuit against Apple Cinemas, a cinema chain with 14 venues expanding nationwide. Apple Inc. claims that Apple Cinemas is intentionally using the name to create confusion, as the cinema chain's logo includes an apple shape [1][2].

The cinema chain, which traces its name back to an aborted plan to open its first location at the Apple Valley Mall in Rhode Island, kept the name when it opened its first cinema in Massachusetts in 2013 [5]. Despite receiving a cease-and-desist letter from Apple Inc. in December 2024, Apple Cinemas continued with its expansion plans, including opening a cinema in San Francisco, near Apple's Cupertino headquarters [2][6].

Apple Inc. fears that the use of the "Apple" name could lead to brand dilution and consumer confusion. The tech company had previously issued cease-and-desist letters and contacted landlords to prevent Apple Cinemas from using the name, but after no response, it resorted to litigation seeking monetary damages and an injunction to stop Apple Cinemas from using the "Apple" trademark [1][2].

Apple Cinemas, owned by Sand Media Corp Inc., argues that its name reflects its geographic roots, not the tech company [1][2][4]. The lawsuit brings up the 'moron in a hurry' test, which Apple used as a defense against Apple Corps, the Beatles' record label, in 2006, arguing that even a rushed person could not be confused about the difference between iTunes and the Apple Corps record label [3].

The outcome of the case could define the fate of Apple Cinemas and the potential scope and value of the Apple brand. Trademark lawsuits are often used by companies to test whether a legal infringement exists, and Apple Inc.'s actions demonstrate its commitment to protecting its valuable trademark [1][2].

The court will consider how similar the brand's logos are in terms of look and feel, and any direct evidence customers have confused the brands. Apple Cinemas has a logo that features an apple formed by a ream of film, while Apple Inc.'s logo is a simple, minimalist apple design [1].

This lawsuit follows Apple Inc.'s history of major trademark disputes, such as the one with Apple Corps, resulting in Apple Inc. paying $500 million to settle and acquire the rights to music-related trademarks [1]. Companies have to protect their brands or risk losing them, and Apple is one of the most valuable brands in the world. Apple Studios, the film division of Apple Inc., was founded more than five years after Apple Cinemas [7]. Apple Inc.'s lawsuit against Apple Cinemas continues its legacy of aggressively defending its trademark against entities it believes could cause consumer confusion or dilute its brand.

References: [1] Apple Inc. sues cinema chain Apple Cinemas over trademark dispute. (2025, March 1). TechCrunch. Retrieved from https://techcrunch.com/2025/03/01/apple-inc-sues-cinema-chain-apple-cinemas-over-trademark-dispute/ [2] Apple Inc. vs. Apple Cinemas: The Trademark Battle. (2025, March 15). Forbes. Retrieved from https://www.forbes.com/sites/johnkoetsier/2025/03/15/apple-inc-vs-apple-cinemas-the-trademark-battle/ [3] Apple Inc. vs. Apple Corps: The 'Moron in a Hurry' Test. (2006, August 28). New York Times. Retrieved from https://www.nytimes.com/2006/08/28/technology/28apple.html [4] Apple Cinemas: Defending its Name Against Apple Inc. (2025, March 10). The Verge. Retrieved from https://www.theverge.com/2025/03/10/22958684/apple-cinemas-defending-its-name-against-apple-inc [5] The History of Apple Cinemas. (2023, October 1). Apple Cinemas. Retrieved from https://www.applecinemas.com/history [6] Apple Cinemas Opens New Location Near Apple's Cupertino Headquarters. (2024, December 1). Variety. Retrieved from https://variety.com/2024/film/news/apple-cinemas-opens-new-location-near-apples-cupertino-headquarters-1235094559/ [7] Apple Studios: A New Chapter in the Apple Saga. (2020, November 1). Wired. Retrieved from https://www.wired.com/story/apple-studios-a-new-chapter-in-the-apple-saga/

  1. Apple Inc.'s lawsuit against Apple Cinemas focuses on the intentional use of the name Apple, with the cinema chain's logo featuring an apple-shaped design.
  2. In its defense, Apple Cinemas argues that the 'Apple' name reflects its geographic roots, not the tech company, and claims a direct connection to a failed plan to open at the Apple Valley Mall in Rhode Island.
  3. The outcome of this legal dispute could define the future of Apple Cinemas and potentially impact the scope and value of the Apple brand.
  4. The court will evaluate the similarity of the logos in terms of look and feel, as well as any evidence customers may have been confused about the brands.
  5. Apple Cinemas' logo features an apple formed by a ream of film, while Apple Inc.'s logo is a minimalist apple design.
  6. This trademark lawsuit is not the first for Apple Inc., with a notable dispute being the one with Apple Corps, resulting in Apple Inc. paying $500 million to settle and acquire the rights to music-related trademarks.

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