Apple vs. Apple Cinemas: Tech Giant Sues a Growing Cinema Chain

A trademark is simply a word, name, logo, or design that helps people identify where a certain product or service is coming from. Like when you see a shirt with the Nike swoosh and you immediately know the maker of the product. That's exactly what names like “Nike” or “Spotify” are. So, if someone else starts selling shoes under the name “Niky” or streaming music under “Spoteefy,” that’s likely a trademark issue, especially if it confuses customers.

So, trademark infringement happens when:

The core of Apple’s complaint centers on consumer confusion. Apple alleges that many customers have expressed surprise to learn that Apple Cinemas is not affiliated with the iPhone maker. Apple’s legal team included evidence from social media posts and marketing materials where people questioned whether the theaters were an official Apple venture or assumed that the theaters only screened content from Apple TV+.

Apple claims this confusion is not accidental. The complaint accuses the cinema chain’s owner, Sand Media Corp., of "deliberate misuse" of the Apple name and attempting to “capitalize on the highly-regarded Apple brand,” particularly as it looks to expand nationwide to 100 locations.

Although Apple Cinemas has existed since 2013, Apple’s legal action appears to have been triggered by recent expansion efforts, especially the opening of a new theater in San Francisco, just miles from Apple’s Cupertino headquarters. This location promoted its "high-tech" amenities and even screened Apple Studios’ own production F1: The Movie, further blurring the lines between the two brands in the eyes of consumers.

The lawsuit argues that placing an “Apple Cinemas” location near Apple’s flagship retail stores only intensifies the likelihood of confusion, particularly as Apple becomes more active in film production and streaming through its Apple TV+ service.

Apple’s legal filings also reveal a long paper trail of prior attempts to resolve the issue. Sand Media’s trademark applications for APPLE CINEMAS and ACX – Apple Cinematic Experience were both rejected by the U.S. Patent and Trademark Office (USPTO) in 2024. The USPTO found that both names were likely to cause confusion with Apple Inc.’s existing trademarks.

In addition to formal rejection by the USPTO, Apple says it issued multiple cease-and-desist letters to Sand Media. Despite these warnings, the company continued to use the Apple Cinemas name and further expanded its operations.

Apple’s legal team even referenced the Apple Cinema Display, a widescreen monitor sold by the company in the early 2000s, as part of its long-standing association with the term “cinema.” Combined with its decades of involvement in media. From iTunes and Final Cut Pro to the Apple TV+ streaming platform, Apple argues it has a clear and established presence in the entertainment sector.

In the lawsuit, Apple is seeking a court injunction that would prohibit Apple Cinemas from using the “Apple” name altogether. The company is also pursuing unspecified monetary damages. If Apple prevails, Sand Media may be forced to completely rebrand its cinema chain.

The case highlights a broader tension in the world of trademarks: how aggressively large companies can (and should) protect their brand identity as they expand into adjacent industries. For Apple, the line between tech and entertainment has blurred significantly since the launch of Apple TV+ in 2019, and the company shows no signs of loosening its grip on trademark enforcement anytime soon.

Apple believes that Apple Cinemas is infringing on its trademark by using a name that’s too similar. They argue that the similarity causes consumer confusion, especially since the cinema chain now operates near Apple’s headquarters and screens Apple Studios films. Apple also pointed to social media posts and marketing material that suggest the public mistakenly thinks the two companies are affiliated.

Not exactly. While Apple Cinemas has been operating since 2013, Apple has had trademarks and branding linked to “cinema” and film distribution for decades, including through iTunes, Final Cut Pro, and the Apple Cinema Display. Plus, the U.S. Patent and Trademark Office rejected Apple Cinemas’ attempt to register their name in 2024 due to potential confusion with Apple Inc.’s trademarks.

Apple is asking the court to stop Apple Cinemas from using the word “Apple” in its name entirely. They're also seeking financial compensation, though the exact amount hasn't been disclosed. If Apple wins, Apple Cinemas may need to fully rebrand, potentially a costly move for a company aiming to grow nationwide.