Apple has filed a trademark lawsuit against its own movie theater chain, Apple Cinemas, claiming the company is using the name to sow confusion among consumers. The dispute began when Apple Cinemas opened a new location in San Francisco last month and announced plans for 100 theaters nationwide.
According to Apple’s complaint, the company believes that Apple Cinemas’ expansion will lead to widespread public confusion about its involvement with the chain. To protect its brand, Apple has filed a lawsuit against all Apple Cinemas locations and a related company.
Apple Cinemas responded by saying it plans to continue operating under its name and branding, claiming that its identity is clearly distinct from Apple Inc.’s and that consumer confusion is unfounded. However, some analysts have noted that the dispute may be more about preserving Apple’s brand recognition for its streaming services, such as Apple TV+.
The issue appears to revolve around Apple’s plans to expand its presence in the cinema market, potentially through its own branded theaters. It remains to be seen how this dispute will play out and what implications it will have for consumers.
Source: https://9to5mac.com/2025/08/13/apple-cinemas-box-office-fight