Apple is sueing a small American movie theater chain called Apple Apple Cinemas, alleging trademark violations. The case filed on Friday in a federal court in Massachusetts claims that the cinema series is using the name “Apple” that causes confusion among customers and possibly damage the reputation of the brand. Apple’s lawyers said in the filing, “Apple is using the Apple name to sow confusion intentionally and deliberately for his own benefit.” The suit named all Apple cinematic places and a connected company, Sand Media Corp Inc. as defendants.

While Apple Cinemas was established in 2013 and was largely operated in the Northeast America, it has allegedly started expanding its reach by opening a theater in San Francisco, according to a report, according to a report, according to a report. Macromor. This step, according to Apple, triggers widespread public confusion due to its own headquarters and closeness of shops. The complaint has warned that the cinema series plans to grow up to 100 places across the country.

The complaint stated, “Components faced a plan to expand up to 100 theaters, as well as widespread public confusion about Apple’s participation in theaters, Apple has no choice but to file the case to save its brand and customers from deception,” the complaint has been said.

According to Apple Cinemas’s website, the series currently operates 14 theater. However, Apple alleged that it has tried to settle the issue privately on several occasions, only to be ignored. Despite receiving several warnings including the American patent and one from the trademark office, Apple Cinema continued its expansion using the disputed name.

The first red flag came in October 2024, when the trademark office denied the application of Sand Media Corp for “Apple Cinema” and “APX, apple cinematic experience”, citing the possibility of confusion with the current trademark of Apple.

Apple followed in December 2024 with a ceasefire and desired letter. According to the trial, Apple’s legal team approached the company on the phone and several times in writing, but the theater series pressed it with its rebranding and expansion.

Tech company says that a wide range of services, including digital movie distribution, has strong trademark security on its name. Apple also gave examples in the complaint of online commentator, who accidentally believed that Apple had owned or operated the cinema series. Now, asking the court for an prohibition to prevent the use of Apple and also seeking monetary damage. The matter probably would give an example of how far companies should go to protect their brand identity, even when the name involved seems to be comfortable.