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They can have their logo trademarked, but they can't go after grannies for calling their desserts "apple pie."
OpenAI literally goes after people for calling their generative pre-trained transformers "GPT."
I did have that qualifier there for very good reason ;) Those grannies can make apple pie all day, but as soon as they try to sell a phone called Granny's Apple Pie Phone they will get sued.
All that said, I don't have skin in the game. I don't particularly like 'devils advocate'-ing for OpenAI or Apple here lol so I'll stop. I'm not really in favor of IP law in general, but I imagine trademarks can protect open source ventures to prevent hijacking by a corporation, but that's about the best use-case I can see for IP law
OpenAI has shareholders and a board of directors. Of course they will go after people. Shareholders and the directors want profit and they want it now. Little Mark's GPT app is a threat to those directors' dollars, unfortunately. Directors don't care because they don't have a soul, they gave OpenAI access to the best legal council money can buy. Sam Altman will utilize it to make those directors and the rest of the shareholders happy.