Apple might be speeding up its foray into the mixed-reality space, according to recent trademark filings. The applications spotted by Bloomberg have been filed in the US, UK, EU, Canada, Australia, New Zealand, Saudi Arabia, Costa Rica, and Uruguay for the names “Reality One,” “Reality Pro” and “Reality Processor.”
The iPhone-maker reportedly filed for the trademarks in May, which are considered to be the operating systems for its upcoming augmented reality and virtual reality headsets.
Apple’s Trademark Filings
In line with its previous dealings, Apple did not file for the trademarks under its own name. Apple has in the past relied on law firms acquired by it to lock down brands. Apple’s foray into mixed reality is expected to put it on par with Meta Inc., which is the leading provider of VR gear, and hopes to dominate the metaverse.
The trademarks are all registered to a shell company acquired by Apple. According to Bloomberg they have been named under Immersive Health Solutions LLC that was incorporated in February. That company itself was registered by another Delaware shell corporation, the Corporation Trust Co., typically used for filings by firms looking to avoid detection. The RealityOS trademark used that same firm for its filing.
The Apple trademark filing process began in Canada with an application in February, followed by multiple applications across the globe in August. The companies listed behind the application are elite law firms operating in each nation, with the required know-how and expertise. Previously, Apple followed a similar pattern to register product names months or years ahead of its market debut.
The Apple Mixed Reality Headset
Before news of the Apple trademark filings became public, it was common knowledge that the company is hoping to launch mixed reality products by 2023. The mixed reality headset is said to be in advanced stages of development and will be a premium device.
The mixed reality device by Apple is expected to be lighter and more comfortable than the ones made by its competitors. Furthermore, the Apple headset will feature a pair of 4K OLED displays and 15 camera modules. The device will include eye tracking and hand gestures, costing about $3,000. The device has been rumored to have faced issues with camera sensors and overheating, and the company is working to smoothen it out.
Experts speculate that the “Reality One” trademark refers to the name of the headset itself, while “Reality Pro” could indicate a spec-boosted version that Apple has planned down the road, in line with the same “Pro” moniker Apple applies to its higher-end devices. Also, the name “Reality Processor” may allude to the headset’s processing unit, which is rumored to contain a M2 chip.
The mixed reality headsets will supposedly allow both augmented reality (AR) and virtual reality (VR) experiences and games, along with VR versions of Apple Maps and other movies. The devices have been informally dubbed “Apple Glass.” Apple CEO Tim Cook is known for advocating for AR as he believes that it has more long-term potential than just VR and is key to future advancements.
The tech giant wants to put out an AR device that can take on Google and Microsoft with have already entered the market with their VR devices. Modern AR is highly interactive and helps create the illusion of video game characters moving in your room and premium headsets can sense your environment and customize your experience. Apple’s VR or MR headset is reportedly codenamed N301 until its release. Furthermore, its consumer friendly glasses are called N421 and could be released much later than 2024.
None of the Apple trademark filings have yet been approved. So there is no guarantee that the company will release mixed reality products under these names.
