Apple is suing the owner of the Apple Cinemas theater chain, Sand Media, over alleged trademark infringement, as reported by Reuters. In the lawsuit, Apple alleges that Apple Cinemas and Sand Media have made efforts to “capitalize on the highly-regarded Apple brand in connection with the aggressive nationwide expansion” and that they have “refused to engage with Apple’s repeated efforts to resolve the matter amicably.”“Consumers should not go to an ‘Apple Cinemas’ theater thinking it is connected to the famous Apple brand, with all its goodwill and brand equity, when Apple Cinemas has no relation whatsoever to Apple,” Apple says. Apple Cinemas has operated “outside a few suburbs and city outskirts in New England,” Apple says. The lawsuit includes screenshots of social media posts asking if Apple Cinemas is related to Apple. Apple also notes that “media coverage of the theater openings on both coasts found it necessary to explain that Apple Cinemas was not affiliated with Apple Inc.” and includes examples.