Apple seems to want to register several trademarks with the term ‘Reality’. Presumably these are brand names for the company’s upcoming mixed reality headset. Apple previously wanted to capture the name realityOS.
Three different trademark applications have been made for the names ‘Reality One’, ‘Reality Pro’ and ‘Reality Processor’, notes Bloomberg news agency. The applications all mention the terms ‘virtual and augmented reality headsets, goggles and smartglasses’. That suggests that Apple wants to use the term “Reality” in its upcoming MR products. Applications were made in Europe, US, UK, Canada, Australia, New Zealand, Saudi Arabia, Costa Rica and Uruquay.
Apple has not applied for the trademarks itself; these were filed by Immersive Health Solutions, LLC. Large companies like Apple usually file trademark and patent applications through “shell companies” if they want to keep these applications secret. Immersive Health Solutions was set up by Corporation Trust Co, which was also involved in the realityOS applications earlier this year, notes Bloomberg. In the US, Canada and New Zealand, law firms that Apple previously engaged were also called upon to register brand names.
According to Bloomberg Apple has been following this process of applying for trademarks for years. This way, the company can apply for a trademark well in advance, avoiding Apple having to take it over from another company later. Apple did not do that for the iPhone and therefore had to conclude an agreement with Cisco, the news agency writes.
The applications appear about a week before Apple holds its Far Out event, where the iPhone 14 series is expected, among other things. However, it is unlikely that the company will show its mixed reality headset then. Apple analyst Ming-Chi Kuo expects Apple to announce the headset early next year.
Drawing of what the Apple headset might look like based on descriptions from anonymous sources. Source: The Information