Last summer, we reported that Apple had sued theater chain Apple Cinemas over what the device maker said was “deliberate misuse of Apple’s world famous APPLE trademark and service mark.” While the movie theater chain had initially pushed back on the suit, it appears that it is now willing to agree to a settlement rather than going forward with a legal defense, according to ABC WMUR9 in New Hampshire (via AppleInsider).
Apple Cinemas was created in 2010, opening its first theater in 2013. Early on, Apple basically ignored the theater chain, as initially, Apple Cinemas was just a small chain of theaters based in Massachusetts. But, when the chain began to expand, even opening a theater in Apple’s territory in San Francisco in July 2025, Apple began to take notice.
Apple filed suit against the theater chain due to its plans to add another 100 theaters around the country. Apple’s full filing stated the movie company had “refused to engage with Apple’s repeated efforts to resolve the matter amicably.”
Apple also claimed the public was confused as to the iPhone maker’s involvement in the theater chain, citing social media posts as evidence. That included a post by Apple Cinemas announcing the opening of its San Francisco theater by bragging about “its ‘high-tech’ offerings’,” while it also “teased another San Francisco Bay Area theater coming soon.”
The lawsuit claimed that Apple Cinemas intentionally located its theaters near Apple’s retail store locations around the US.
The lawsuit may also be the result of Apple’s launching of both the Apple TV streaming service, as well as its own production studio that releases films in theaters, meaning the general public might assume that a theater chain carrying the same name is part of Apple’s monolithic company.
Sand Media, the owners of the theater chain even attempted to register “Apple Cinemas” and “ACX — Apple Cinematic Experience” with the US Patent and Trademark Office (USPTO) in 2024. However, the both applications were denied, with the USPTO saying they were likely to cause confusion with Apple’s already established trademarks.
That registering attempt resulted in Apple sending a cease and desist letter to Sand Media.
In August 2025, Apple Cinemas said it was committed to “defending our brand, our history, and our continued right to operate as Apple Cinemas–an identity that is and has always been clearly distinct and fully compliant with all applicable trademark laws.”
However, it now appears that the theater chain has decided to settle the lawsuit.
A hearing in the case that had been scheduled for Tuesday was postponed as both sides filed a motion to continue the case. Legal experts say that’s a sign that the two parties are willing to put the legal battle to bed, by trying to reach a settlement.
If the two parties are unable to reach such a settlement, the lawsuit will continue.