Apple has taken aim at Apple Cinemas in a new trademark lawsuit, and the dispute is starting to feel like it belongs on the big screen.
The movie theater chain, founded in 2013 and long based in the Northeastern U.S., expanded to San Francisco last month and has plans for 100 locations nationwide, including some near Apple Park and Apple Stores.
Joe Rossignol reported earlier this month for MacRumors:
“Apple Cinemas is knowingly and intentionally using the name Apple to sow confusion for its own benefit,” alleged attorneys for Apple, in a complaint filed against all Apple Cinemas locations, and a Sand Media Corp Inc. company connected to the chain. Established in 2013, Apple Cinemas maintained a limited presence in the Northeastern U.S. until last month, when it opened a theater in San Francisco. The complaint alleges that Apple Cinemas is pursuing a nationwide expansion across the U.S., including in areas near Apple’s headquarters and retail stores, leading Apple to take action.
“Faced with Defendants’ plan to expand to 100 theaters nationwide, as well as widespread public confusion about Apple’s involvement in the theaters, Apple has no alternative but to file this lawsuit to protect its brand and customers from deception,” the complaint states.
Apple Cinemas has since responded (via The Verge), saying that it plans to keep the name:
“We are committed to defending our brand, our history, and our continued right to operate as Apple Cinemas, an identity that is and has always been clearly distinct and fully compliant with all applicable trademark laws,” Apple Cinemas says. The company states that the name “reflects our roots, beginning with our first planned location at the Apple Valley Mall in New England” and that it is now a “top 25 movie theater chain” in the US. “Apple Cinemas is a long-established independent theater chain with no connection to Apple Inc. Our name reflects our geographic roots and has never been intended to suggest, or used to imply, any affiliation with their brand. Furthermore, claims of consumer confusion are unfounded. Apple Cinema’s branding is clearly differentiated.”
Apple’s sudden interest in defending the Cinema part of its trademark portfolio feels less about computer monitors and more about Apple TV+ and Apple Original Films, which sometimes premiere in theaters before streaming. No word on the F1 movie playing in Apple Cinemas (or streaming on Apple TV+ for that matter).
Still, if Apple wants to flex the cinema branding, maybe it is time to bring back a Cinema Display or at least give the Studio Display and Pro Display XDR some long overdue updates.