OpenAI has abandoned the “io” branding for its upcoming consumer hardware device, revealed in a trademark dispute court filing. This change signals the company’s deeper foray into physical products, although the device is now projected to ship in 2027, significantly later than industry expectations. The legal documents provide rare insights into OpenAI’s hardware strategy, which has been largely secretive until now. CEO Sam Altman has hinted at the development of AI-powered devices, but specific details remain scarce. The trademark issue arises from another company’s existing use of the “io” name, prompting OpenAI to pursue alternative branding without legal battles. Speculation about the device’s features ranges from AI-powered smart speakers to wearables, amid competition from startups like Humane and Rabbit. The 2027 timeline offers OpenAI ample opportunity for refinement but places them in a competitive market evolving with AI integration in devices from companies like Apple and Google.
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