Last week, Ars Technica was sent a retraction request by IMAX Corporation over a June 12 article related to SteamVR. An IMAX lawyer said that a mention of the IMAX brand in that story was "misleading" and suggested that "any unauthorized use" of the company's trademark was forbidden.

We sent a private reply to IMAX—and also published an article about the IMAX letter—declining to make a retraction.

This morning, we were sent a follow-up e-mail offering an "IMAX-sized" apology from IMAX Chief Marketing Officer Eileen Campbell. Here's the letter in full:

Hi Joe, This is an IMAX-sized mea culpa to you, your team at Ars Technica, and your readers. We are very passionate about our brand and sometimes we can be overzealous in trying to protect it. Unfortunately in this situation we acted too quickly without truly understanding the reference to our brand. Again—we apologize for how this was handled and we will try to be better at taking compliments moving forward! Best,

Eileen

Apology accepted! We've updated this morning's post as well.