By
Godfrey Benjamin
March 22nd, 2024
Instead of Apple, the filings were registered to Immersive Health Solutions LLC. The Health Group is believed to be a shell company Apple absorbed earlier this year.
Tech giant Apple Inc (NASDAQ: AAPL) is pushing further into its augmented reality (AR) or virtual reality (VR) future with its new trademark filings. The filings show that the company is applying for more trademarks that depict the “Reality” name as it plans toward its mixed-reality headset launch. Reports revealed that Apple has applied for the trademark in different locations, buttering the long-rumored AR headset or VR headwear.
Apple reportedly filed for trademarks for “realityOS” in May, which is considered to be the operating system for incoming AR or VR headsets. The trademark applications were found in the UK, US, EU, Canada, Saudi Arabia, Costa Rica, Australia, Uruguay, and New Zealand. The filings all apply for the names “Reality One,” Reality Processor,” and “Reality Pro.” However, the report revealed that Apple did not directly make the filings. Instead, they align with the company’s pattern of depending on law firms to seek trade names.
Instead of Apple, the filings were registered to Immersive Health Solutions LLC. The Health Group is believed to be a shell company Apple absorbed earlier this year. Also, Corporation Trust Co. performed the company’s registration. Many companies turn to Corporate Trust Co. to assist in registrations for privacy and avoid involvement with filings.
Apple Applies for VR or AR ‘Reality’ Trademarks via Law Firms
Additionally, the trademark filings for “Reality” include major and sophisticated law firms in each country. This further emphasizes the connection with Apple on its AR or VR move. Commercial law firm Simpson Grierson handled ‘Reality’ applications in New Zealand. The same firm assisted Apple in filing the corporate name “Apple Sales New Zealand.”
Also, there is a high probability that “Reality One” and Reality Pro” could be the names of the Apple headset or for connected systems. The chances are high because Apple has often used the suffixes – “One” and “Pro” in products and services.
Before news of the trademark filings, Apple had conducted tests for its AR or VR headset, which is set to launch soon. The mixed-reality headset is said to be in an “advanced” stage of development and will be a premium device. The headset promises to be lighter and more comfortable than its competitors. In addition, the Apple VR 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. Currently, speculations are that it will launch in early 2023.
After closing down 3.77% to $163.62, Apple stock is trading down 1.40% to $161.32. The company’s stock has shed almost 8% since January and lost 2.36% in the last five days.