Apple has filed a lawsuit against the movie theater Apple Cinemas over what it says is a deliberate attempt to capitalize on its name.
It’s not usually a surprise when a corporation sues to protect its name or trademarks, and usually it’s more unexpected when they fail. But Apple Cinemas opened its first theater in 2013, and it was founded in 2010, yet Apple seemingly left it alone until now.
That’s because up until recently, Apple Cinemas was a small chain based in Massachusetts. But in the course of an initially quite slow expansion, it opened a theater in San Fransisco in July 2025, and apparently that was too close to home for Apple.
As first spotted by MacRumors, Apple has filed suit because Apple Cinemas has announced plans to add 100 further theaters nationwide. According to Apple’s full filing, the movie company has “refused to engage with Apple’s repeated efforts to resolve the matter amicably.”
More, Apple alleges that there is already public confusion over its involvement in the chain, and cites social media posts as evidence. Plus it claims that Apple Cinemas marked the opening of its San Francisco theater by touting “its ‘high-tech’ offerings’,” as it “teased another San Francisco Bay Area theater coming soon.”
Apple maintains that these two theaters are close to its Apple Park headquarters, and claims that Apple Cinemas is intentionally pursuing nationwide expansion near Apple’s retail store locations.
Reportedly, the owners of the chain applied to the US Patent and Trademark Office (USPTO) in 2024 to register “Apple Cinemas” and “ACX — Apple Cinematic Experience”. Both applications were denied, specifically because USPTO said they were likely to cause confusion with Apple’s prior trademarks.
Apple subsequently sent a cease and desist letter to the chain’s owners, Sand Media. The owners have not commented publicly.
There are multiple businesses whose names include the word “Apple.” However, this movie theater chain is expanding just Apple is seeing success with films such as “F1: The Movie,” and as the filing points out, also had success with an Apple Cinema Display.
According to Apple Cinema listings, the theater chain is currently screening Apple’s “F1: The Movie” movie on its new San Fransisco screen, called Apple Cinemas Van Ness Imax. Ticket prices are $18.75 for an adult’s regular seat, $16.75 for seniors and children.
