Apple Cinemas appears to be backing down in its trademark fight against Apple, as a new report claims the two sides are now looking for an out-of-court settlement.

Apple has objected to what it sees as trademark infringement by Apple Cinemas, and movie theater company says its reflects its longstanding geographic routes in New England.

Now according to New Hampshire ABC affiliate WMUR, a court hearing scheduled for May 26, 2026, was postponed. Reportedly, both Apple and Apple Cinemas filed a motion to continue the case.

Neither firm has commented, nor has the court, but the belief is that this indicates the companies are trying to reach a settlement. If they fail to settle out of court, Apple's lawsuit is set to continue.

There are as yet no further details of when the case may resume. Apple wants Apple Cinemas to change its name, so there's no indication what other settlement could be possible.

This all started because Apple Cinemas refused a previous request to change its name, so Apple sued. Apple Cinemas also ignored a cease and desist letter.

The issue is not only that there is a movie theater company called Apple Cinemas, though, but also that it has been expanding. Founded in 2010, with its first theater opening in 2013, Apple Cinemas started as a small chain in Massachusetts. Expansion continued across Massachusetts for a decade.

In 2025 it opened a theater in San Francisco and also announced plans for a further 100 nationwide. A second San Francisco site was announced, and Apple argues that the two were intentionally opened near Apple Park.

Beyond that, Apple contests that Apple Cinema's plans for expansion see it opening theaters near Apple Stores. However, rather than Apple Cinemas trying to pass off as an Apple firm, it's more likely that both companies are opening their retail businesses where there are audiences.

In 2024, Apple Cinemas had a trademark application rejected by the US Patent and Trademark Office. That filing was rejected specifically because of potential confusion with the technology firm.

This is not the first time that Apple has been involved in a trademark dispute, although the most famous was its long-standing feud with The Beatles' Apple Corps. Apple had made a pact not to enter the music business, but then of course ultimately launched iTunes.

Apple Corps sued. Eventually Apple won the case, and The Beatles' firm had to pay costs.

The aftermath of Apple Corps vs. Apple was spun as the two firms coming to an agreement over the use of the name "Apple." It also led to Apple taking over the trademarks in question.