Apple Cinemas says its branding is "clearly differentiated" from Apple in court fight
says it will defend its brand against a
trademark infringement lawsuit
filed by
Apple Inc.
, stating the theater chain has operated independently for over a decade with "no connection" to the tech company.
"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," the company said in a statement responding to Apple's legal action filed last Friday.
Apple Inc. sued the theater chain and its owner Sand Media, alleging they "knowingly and intentionally" used the Apple name to create
consumer confusion
during an "aggressive nationwide expansion." The tech giant seeks monetary damages and an injunction to prevent the cinema company from using the Apple name.
Theater chain claims geographic origins, denies brand confusion
Apple Cinemas, which operates 14 locations primarily in the Northeast, maintains its name derives from geographic roots rather than any attempt to capitalise on Apple's brand recognition. According to MacRumors, the company says its name "reflects our roots, beginning with our first planned location at the Apple Valley Mall in New England," though no theater actually opened at that Rhode Island mall.
The theater chain, founded in 2013, has grown into what it describes as a "top 25
movie theater chain
" in the United States. Earlier this year, Apple Cinemas opened its first West Coast location in San Francisco, expanding beyond its traditional Northeast footprint.
Apple Cinemas disputes claims of consumer confusion, asserting its "branding is clearly differentiated" from the iPhone maker. The company also contested Apple's characterization of failed negotiations, stating it has "responded reasonably and transparently to all legal communications regarding this matter."
The US Patent and Trademark Office previously denied Apple Cinemas' attempts to trademark both the "Apple Cinemas" name and "Apple Cinemas Experience" in 2024, citing potential confusion with Apple's existing trademark rights. Apple Inc. has expanded into
entertainment content
through its Apple TV+ streaming service since 2019.
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