Apple has filed a lawsuit against the Massachusetts-based theater chain Apple Cinemas, accusing it of trademark infringement and deliberate misuse of its brand.
The lawsuit was submitted in federal court shortly after the cinema chain opened a new location in San Francisco, just miles from Apple’s own headquarters in Cupertino. Although the company behind Apple Cinemas, Sand Media Corp, was founded in 2010 and launched its first theater in 2013, Apple’s legal action comes only now because the chain has begun an aggressive nationwide expansion.
The complaint outlines Apple’s core concern: the name “Apple Cinemas” could mislead consumers into believing that the theater chain is affiliated with Apple Inc., especially given Apple’s increasing presence in the entertainment space through Apple TV+, original film productions, and past offerings like the Apple Cinema Display. The lawsuit claims that Apple Cinemas is knowingly benefiting from the public association with the Apple brand. Apple cites social media posts and user comments that question whether the theaters are Apple-owned or only show Apple TV content. The confusion, Apple argues, has only grown as Apple Cinemas markets “high-tech” experiences and teases new locations near Apple’s retail stores.
Apple points to several warnings it issued before filing the lawsuit. In 2024, the U.S. Patent and Trademark Office rejected Sand Media’s applications for “Apple Cinemas” and “ACX — Apple Cinematic Experience,” citing a high risk of consumer confusion with Apple’s trademarks. Later that year, Apple sent a cease and desist letter to Sand Media and attempted to resolve the issue through direct communication. According to the filing, Sand Media refused to back down.
What likely escalated matters further was the July 2025 opening of Apple Cinemas Van Ness IMAX in San Francisco. Apple argues this move, so close to its headquarters, demonstrates intentional brand dilution. The company also notes the timing, pointing out that Apple Cinemas is now showing “F1: The Movie,” a high-profile title from Apple Original Films, on the same screens bearing the Apple name.
While Apple Cinemas insists the name was inspired by a planned location at Apple Valley Mall in Rhode Island that never opened, Apple is not convinced. The tech company is asking for an injunction to block the continued use of the Apple Cinemas name, as well as monetary damages.
This case is the latest in a long line of trademark disputes involving Apple. These cases stretch back to its multi-decade legal battles with Apple Corps, the Beatles’ record label. Apple eventually acquired the full rights to the “Apple” trademarks in the mid-2000s after paying hundreds of millions in settlements. More recently, Apple attempted to trademark the image of a real apple fruit in Switzerland, which shows how broadly the company defends its name.
Read more:
