Tech giant Apple has filed a trademark lawsuit against a Massachusetts-based movie theater chain, Apple Cinemas, claiming the cinema brand is causing confusion with its well-known name. The lawsuit, filed in early August 2025, marks Apple’s latest legal effort to protect its identity as the cinema group moves forward with aggressive nationwide expansion.
From Local Chain to National Spotlight
Apple Cinemas, founded in 2010, operated under the radar for over a decade. However, the company’s July 2025 opening of a theater in San Francisco — near Apple’s Cupertino headquarters — triggered the legal action. The cinema also announced plans to launch 100 more locations across the U.S., some close to Apple Store locations. Apple alleges the timing and location of these expansions are deliberate.
Trademark Denied, Tensions Rise
According to court documents, the cinema chain previously attempted to trademark both “Apple Cinemas” and “ACX – Apple Cinematic Experience.” The U.S. Patent and Trademark Office (USPTO) rejected both applications in 2024 due to potential confusion with Apple’s existing trademarks. Despite this, Apple claims the cinema brand ignored cease-and-desist requests and continued marketing its “high-tech” offerings.
Apple also points to social media activity and the screening of Apple-produced content, like “F1: The Movie,” at the new San Francisco location as further signs of confusion. The tech company believes consumers could mistakenly assume a business connection between the two brands.
What Comes Next
The owners of Apple Cinemas, Sand Media, have not issued any public comment. While there are several businesses with “Apple” in their name, this lawsuit suggests Apple is drawing a firmer line when expansion threatens its core brand. Whether the case settles or heads to trial could set a precedent for future trademark disputes involving large tech firms and small businesses.
