Apple has filed a lawsuit against the US-based chain of movie theaters that go by the moniker "Apple Cinemas" for allegedly violating its trademark. As it prepares to expand statewide to 100 cinemas, the Cupertino behemoth claims, "deliberate exploitation of Apple’s world-famous APPLE trademark," adding that the theater chain hopes to "capitalize on the highly regarded Apple brand."
For more than 20 years, Apple has used iTunes to sell movies and TV series. Since the 1990s, when it introduced Final Cut Pro and the QuickTime Movie Trailers channel, for example, it has been connected with movies and entertainment.
But the 2019 debut of Apple TV+, a streaming service that began creating its own library of original films and TV series, marked a sea change for the company.
Although Apple Cinemas debuted in 2013, its limited reach was confined to the Northeastern United States. The franchise, which has more than two dozen sites with a total of 161 screens, has its headquarters in Walpole, Massachusetts.
Prior to the new growth plans, Apple didn't appear to care. In a Massachusetts federal court complaint, the business stated (via MacRumors):
“Faced with Defendants’ plan to expand to 100 theaters nationwide, as well as widespread public confusion about Apple’s involvement in the theaters, Apple has no alternative but to file this lawsuit to protect its brand and customers from deception.”
The iPhone manufacturer also claims that Apple Cinemas is aiming for a statewide expansion close to Apple retail outlets on both U.S. coasts, pointing out that two of its facilities are fewer than 50 miles from the Apple Park headquarters.
According to the complaint, Apple Cinemas used its "high-tech" offering to advertise the launch of its theater in San Francisco. Additionally, Apple claimed that social media posts misled people about the company's ownership of the chain of theaters.
According to the instances given in the complaint, some customers questioned whether Apple Cinemas was a separate Apple brand or if the cinema exclusively screened Apple TV movies. Apple issued several warnings to Apple Cinemas on the confusion, including a cease-and-desist letter to Sand Media, the chain's owner.
Due to potential confusion with Apple's previous trademarks, Sand Media's attempt to register "APPLE CINEMAS" and "ACX—Apple Cinematic Experience" was previously denied by the USPTO.
The Cupertino behemoth also introduced the 1999 widescreen monitor known as the Apple Cinema Display. When the term Apple Cinemas was chosen, Apple claimed to be the owner of the trademarks pertaining to the widescreen monitor.
The case was filed shortly after Apple's most recent feature film, F1: The Movie, starring Brad Pitt, was a box office hit. Interestingly, according to the chain's website, the Apple-produced film is now showing at a number of Apple Cinemas locations. In the meantime, the Cupertino behemoth is requesting an injunction and financial penalties.