Apple Sues Cinema Chain ‘Apple Cinemas’ Over Trademark Infringement
Apple is taking legal action against Apple Cinemas, a U.S. cinema chain, alleging deliberate trademark violation and a scheme to confuse consumers. The tech giant claims the cinema chain intentionally adopted the “Apple” name to capitalize on its brand recognition and deceive customers into believing a connection exists between the two companies.
The lawsuit, filed against Apple Cinemas and its parent company, Sand Media Corp Inc., asserts that the cinema chain’s actions pose a significant threat to Apple’s carefully cultivated brand image and customer trust. According to court documents, Apple’s legal team argues that Apple Cinemas “consciously and intentionally uses the name Apple to create confusion to their advantage.”
Founded in 2013, Apple Cinemas initially maintained a limited presence in the northeastern United States. However, the company recently expanded to San Francisco, and plans to grow nationally, potentially opening locations near Apple retail stores and corporate headquarters – a development that prompted Apple to pursue legal recourse. The company currently operates 14 locations.
“The accused plan the expansion of up to 100 cinemas on a national scale, as well as to his vast public confusion in relation to the involvement of Apple in theaters, and Apple has no other alternative than to present this cause to protect his brand and customers from deception,” a statement from Apple’s legal team reads.
Apple reports that numerous attempts to resolve the issue amicably have failed. The company alleges that Apple Cinemas received repeated warnings about the potential for consumer confusion, but disregarded them and continued its expansion plans. Evidence presented in the complaint includes examples of social media posts and online articles where individuals mistakenly believed Apple Cinemas was affiliated with Apple.
The conflict began in October 2024, when the U.S. Patent and Trademark Office denied Sand Media Corp’s application to register the “Apple Cinemas” and “ACX – Apple Cinematic Experience” trademarks, citing the likelihood of confusion with existing Apple brands. A formal warning letter followed in December 2024, and Apple’s lawyers reportedly engaged in multiple phone calls and written communications with Sand Media Corp, all of which were allegedly ignored.
Interestingly, the name “Apple Cinemas” was reportedly chosen with the intention of establishing a location in the Apple Valley Mall in Rhode Island, a project that never materialized. Apple is seeking both financial damages and a permanent injunction to prevent Apple Cinemas from continuing to use the contested name.
This legal battle underscores the importance of trademark protection and the lengths to which major corporations will go to safeguard their brand identity. The outcome of this case could have significant implications for other businesses operating in similar industries, and will likely be closely watched by legal experts and brand strategists alike.
