OpenAI is backing away from the "io" branding for its first consumer hardware device, according to a court filing uncovered in an ongoing trademark dispute. The reveal comes as the AI giant pushes deeper into physical products, with the device now not expected to ship until 2027. The legal disclosure offers a rare glimpse into OpenAI's hardware strategy, which has been shrouded in secrecy since whispers of the project first surfaced last year.
OpenAI just pulled the plug on "io" as the name for its secretive AI hardware device, and the news came through the most unexpected channel: a trademark lawsuit.
According to court documents obtained by Wired, the company confirmed it's abandoning the "io" branding entirely. More importantly, the filing reveals the device won't make it into consumers' hands until 2027, a timeline that pushes OpenAI's hardware ambitions significantly further out than many in the industry expected.
The disclosure is notable because OpenAI has been playing its hardware cards close to the chest. While CEO Sam Altman has hinted at the company's interest in creating AI-powered devices, concrete details have been scarce. This legal filing represents one of the first official confirmations of both the project's existence and its timeline.
The trademark dispute itself centers on another company's existing use of the "io" name. Rather than fight it out in court, OpenAI appears to be cutting its losses and moving on to different branding. It's a pragmatic move that avoids drawn-out legal battles, but it also suggests the project is fluid enough that a complete rebrand won't derail development.
What's less clear is what the device actually does. OpenAI hasn't publicly detailed the product's features or use cases. Industry speculation has ranged from AI-powered smart speakers to more ambitious wearable devices that could compete with emerging products from startups like Humane and Rabbit, both of which launched AI hardware with mixed reception in 2024 and 2025.
The 2027 ship date is telling. It puts OpenAI's hardware debut three years out, giving the company considerable runway to refine whatever it's building. But it also means OpenAI will be entering a market that's already taking shape. continues to integrate more AI capabilities into iPhones and other devices, while is pushing AI features across its Pixel lineup and Nest products. has also been experimenting with AI-enabled smart glasses through its partnership with Ray-Ban.
