OpenAI Abandons 'io' Branding for Its AI Hardware

"Peter Welinder, OpenAI's vice president and general manager, said in the filing that OpenAI had reviewed its product-naming strategy and "decided not to use the name 'io' (or 'IYO,' or any capitalization of either) in connection with the naming, advertising, marketing, or sale of any artificial intelligence-enabled hardware products." Welinder also said that OpenAI now has a better understanding of the timeline for getting its devices to market. In the filing, the company said its first hardware device won't ship to customers before the end of February 2027."

"Previously, OpenAI has said that it is planning to unveil its AI device in the second half of 2026. The company's first prototype is reportedly a screenless device that can sit on a user's desk, and accompany a phone and laptop. Welinder also said that OpenAI has yet to create packaging or marketing materials for its first hardware device, according to the filing."

"The news comes as wild rumors continue to spread about OpenAI's hardware efforts. A now debunked Reddit thread went viral over the weekend, claiming that OpenAI had pulled a Super Bowl ad unveiling its forthcoming device. Someone posted the alleged ad, which featured the actor Alexander Skarsgård wearing a pair of silver headphones and tapping a reflective puck. The video was shared widely on social media, including by Reddit cofounder Alexis Ohanian. OpenAI spokesperson Lindsay McCallum confirmed to WIRED that the ChatGPT-maker had nothing to do with the ad in question."

OpenAI will not use the name 'io' (or any capitalization of it) for artificial intelligence-enabled hardware products. The decision arises amid a trademark lawsuit from audio startup iyO following OpenAI's acquisition of Jony Ive's startup io. OpenAI reviewed its product-naming strategy and adjusted its market timeline, stating the first hardware device will not ship before the end of February 2027. Earlier plans targeted unveiling in the second half of 2026. The first prototype is reported to be a screenless desk device; packaging and marketing materials have not yet been created. Viral rumors of a Super Bowl ad were debunked and confirmed as not OpenAI's.

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