Introduction
Apple Inc. has filed a federal trademark infringement lawsuit against Apple Cinemas, a Walpole, Massachusetts-based theater chain, alleging that the use of the “Apple” name creates market confusion and dilutes Apple’s branding. The case is filed as Apple Inc. v. Sand Media Corp in the U.S. District Court for the District of Massachusetts.
Factual Background
Apple Cinemas has operated in New England since 2013 and recently opened a new theater in San Francisco, located less than an hour’s drive from Apple’s Cupertino, California headquarters.
According to Apple’s complaint, the theater chain is planning an “aggressive nationwide expansion”, aiming to open 100 more theaters over the next decade and become “one of the largest theater chains in North America.”
Apple also claims the theater chain has used its brand name to enter favorable agreements with landlords, leveraging confusion around Apple’s strong market presence. The complaint cites multiple social media posts from users who mistakenly believed the theaters were affiliated with the tech company.
Procedural Background
Apple initially sent cease-and-desist letters to Apple Cinemas, demanding that it stop using the Apple name. Despite these legal warnings, the theater chain continued its expansion plans.
Apple also notes in the complaint that the U.S. Patent and Trademark Office (USPTO) has refused to register Apple Cinemas’ trademarks. Following this, Apple filed the lawsuit on August 2, 2025, in federal court in Boston, seeking injunctive relief and monetary damages.
Contentions of the Parties
Apple’s Contentions
Apple alleges that Apple Cinemas’ use of the “Apple” name is:
- Causing market confusion among consumers,
- Diluting Apple’s brand, and
- Creating an unfair advantage by associating with Apple’s goodwill.
Apple further claims the theater chain is “positioning themselves in malls where there currently are no Apple Store locations as an alternate anchor tenant with the same confusing name and cache.”
Apple Cinemas’ Response
Spokespeople for Apple Cinemas did not immediately respond to a request for comment. It remains unclear whether Apple Cinemas plans to contest the lawsuit or revise its branding.
Court Proceedings
Apple is seeking:
- A court order (injunction) blocking Apple Cinemas from using the Apple name, and
- An unspecified amount of monetary damages.
The case is currently pending in the U.S. District Court for the District of Massachusetts under Case No. 1:25-cv-12173.
Legal Implications
The outcome of this case could have broad implications for trademark law, particularly regarding the use of identical or similar names in unrelated industries.
If Apple prevails:
- It may strengthen trademark protection even in cases where the products or services are unrelated.
- It may establish precedent for future cross-industry trademark disputes.
In this case Apple was represented by Miranda Means, Dale Cendali and Mary Mazzello of Kirkland & Ellis.