Author of the article: Bloomberg News Mark Gurman A participant wears an HTC Corp. virtual reality (VR) headset. turn their passions into the next big innovations and apps that customers use every day on iPhone, iPad, Apple Watch, Apple TV and Mac. Photo by David Paul Morris/Bloomberg
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(Bloomberg) — Trademark filings suggest that Apple Inc . may be vying for potential names for its long-awaited mixed-reality headset, part of the tech giant’s push into its first new product category in years.
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Applications filed in the US, EU, UK, Canada, Australia, New Zealand, Saudi Arabia, Costa Rica and Uruguay for the names ‘Reality One’, ‘Reality Pro’ and ‘Reality Processor’ . While Apple itself did not make the filings, they follow a pattern the iPhone maker has used in the past — including one based on law firms the company has previously enlisted to lock down brands.
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Apple’s headset is expected to combine virtual and augmented reality technology and propel the company into closer competition with Meta Platforms Inc., the leading provider of VR equipment. It’s been seven years since the company last launched a new category of hardware with the Apple Watch. A Cupertino, Calif.-based Apple spokeswoman declined to comment on the filings. The trademark applications have not yet been approved and there is no guarantee that future Apple products will carry any of the names.
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However, there are indications that Apple is laying the groundwork for its expansion into headphones. Earlier this year, trademark filings associated with Apple also surfaced for the realityOS name. The new trademarks are all registered to a shell company called Immersive Health Solutions LLC that was formed in February, according to filings obtained by Bloomberg News. The company itself was registered by another Delaware shell company, Corporation Trust Co., commonly used for filings by companies looking to avoid detection. The RealityOS brand was used by the same company. In order to file the trademark paperwork, a process that began in Canada with an original application in February and in several other countries in August, the firm behind the trademarks relied on several big names and boutique law firms in each country of operation. .
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In the US, Canada and New Zealand, the registrant recruited law firms that Apple had previously used for either trademark registration or other matters. In New Zealand, for example, law firm Simpson Grierson was used for ‘Reality’ depositions. Apple relied on the same company to file the corporate brand Apple Sales New Zealand. Apple has long followed the same process to register upcoming product names either months or years before their official debut. The approach allows Apple to secure the names early with less risk of buying them later from another trademark owner. The company didn’t pursue the approach before the iPhone debuted in 2007, and eventually had to settle with Cisco Systems Inc. for this name.
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Apple plans to release its first mixed-reality headset at the high end of the market in 2023, but the device has faced problems with camera sensors, software and overheating during development. If Apple is indeed behind the brands, “Reality One” and “Reality Pro” could be theoretical options for the new product. The company could also register multiple names in case it wants to launch a series of devices in the future. Apple typically uses the “Pro” moniker for high-end products, including the iPhone 13 Pro, iPad Pro, and MacBook Pro. It has also put the “One” in previous offerings, such as the Apple One subscription packages. Apple’s first handset – codenamed N301 – is expected to be one of the most powerful and expensive models on the market when it launches, and the company is already working on tracking devices. Inside Apple, the device is sometimes referred to as “Reality,” indicating that the term is at least under consideration for the product.
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A follow-up model, dubbed the N602 internally, as well as a lightweight pair of augmented reality glasses known as the N421, aren’t expected until later this decade. Apple showed off the first earphones on its board earlier this year, indicating that the device was getting closer to release. The trademark for “Reality Processor” could refer to a specialized chip intended for the headset. The company plans to use an M2 system-on-a-chip with 16 gigabytes of memory for the device, but it may need additional processing technology to handle high-resolution VR and AR graphics. The Reality name will match the programmed name for the headset software. The device will include its own operating system called “realityOS,” Bloomberg News reported. The approach would be similar to Apple using the watchOS name for its Apple Watch software. Apple already offers RealityKit, a set of frameworks for developers to build AR apps for the iPhone.
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Apple’s headset is expected to include VR-based versions of Apple’s apps like Maps and FaceTime, in addition to collaboration features for multiple headset wearers. It is also expected to focus on consuming media content such as sports and movies in VR and gaming. The latest trademarks also suggest that the device may have health-related functions. Apple’s initial headset will compete with Meta’s upcoming Quest Pro, which the company plans to debut in October with features like eye and body tracking. Google, Samsung Electronics Co. of Alphabet Inc. and other Apple rivals are also exploring their own VR and AR devices.
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