Apple may be applying for a potential name for its highly anticipated mixed reality headset, trademark filings show, as part of the tech giant’s first new product category in years.
Apple has filed trademark applications for ” Reality One “, ” Reality Pro ” and ” Reality Processor ” in the US, EU, UK, Canada, Australia, New Zealand, Saudi Arabia, Costa Rica, and Uruguay. While Apple itself did not file these documents, it followed past patterns, including relying on the law firm the company previously hired to lock in the brand.
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The new trademarks are all registered under a shell company called Immersive Health Solutions LLC, which launched in February, records obtained by Reuters show. The company itself is registered by another Delaware shell company, the Corporation Trust Co., which is often used in filings by companies that want to avoid detection. Apple’s trademark application for RealityOS, Apple’s headset system, also uses the company.
If Apple is indeed the behind-the-scenes applicant for these trademarks, ” Reality One ” and ” Reality Pro ” could be theoretical name choices for new products. The company may also register multiple names for a range of devices to be released in the future. Apple typically refers to high-end products as “Pros,” including the iPhone 13 Pro, iPad Pro, and MacBook Pro. It also added “One” to previous products, such as its Apple One subscription package.
These trademark applications have not been approved, and there is no guarantee that Apple’s future products will use these names. Apple is expected to release its first headset in 2023, aimed at the high-end market. The headset is expected to combine virtual and augmented reality technology, allowing the company to compete more fiercely with industry-leading VR equipment supplier Meta. The last time Apple introduced a new hardware category was the Apple Watch seven years ago.
