Trademark filings suggest ‘Reality’ branding for Apple’s hybrid Reality Headset

Filings for ‘Reality One,’ ‘Reality Pro,’ and ‘Reality Processor’ have surfaced. Additionally, trademark filings spotted suggest Apple might integrate “Reality” in the name and labeling of its long-rumored mixed reality headset.

Three separate filings show brands for “Reality One,” “Reality Pro,” and “Reality Processor,” matching the realityOS name that bobbed up in Apple’s code and a trademark application that potentially refers to the headset’s operating system.

The applications weren’t filed by Apple but by a company called Immersive Health Solutions, LLC. Companies like Apple often use the names of shell companies when filing for a patent or trademark to help keep their plans private. But, as Bloomberg points out, the Delaware-based Immersive Health Solutions was registered by Corporation Trust Co. — another shell company that also appeared on the realityOS trademark.

In addition to the U.S., applications were filed in the E.U., New Zealand, Saudi Arabia, UK, Canada, Australia, Costa Rica, and Uruguay. All three filings mention “virtual and augmented reality headsets, goggles, glasses, and smart glasses.”

The “Reality One” trademark may refer to the headset’s name. At the same time, “Reality Pro” indicates a spec-boosted interpretation that Apple has designed down the road, in line with the same “Pro” moniker Apple applies to its higher-end devices. Meanwhile, the term “Reality Processor” may allude to the headset’s processing unit, which is whispered to be an M2 chip.

The applications surfaced just a little over a week before Apple’s “Far Out” event, but it’s unlikely that the mixed reality headset will make an appearance. The headset is rumored to allow for both augmented reality (A.R.) and virtual reality (V.R.) experiences and games, including V.R. versions of Apple Maps and FaceTime, and potentially even experiences based on Hollywood movies.

Apple’s board of directors reportedly tried out the headset in May, but Apple analyst Ming-Chi Kuo anticipates it won’t hit the market until January 2023.

Apple Inc. is an American global technology company specializing in software, consumer electronics, and online services headquartered in California, Cupertino, United States. Apple is the largest technology business by revenue.

As of June 2022, it is the world’s biggest company by market capitalization, the fourth-largest individual computer vendor by unit deals, and the second-largest mobile phone factory. It is the Big Five American communication technology businesses, alongside Amazon, Meta, Alphabet, and Microsoft.

Apple was launched as Apple Computer Company on April 1, 1976, by Steve Wozniak, Steve Jobs, and Ronald Wayne to evolve and sell Wozniak’s Apple I personal computer. Wozniak and Jobs incorporated it as Apple Computer, Inc. in 1977. The organization’s next computer, the Apple II, evolved into a best seller and one of the first mass-produced microcomputers. Apple moved public in 1980 to instant economic success.

The company created computers featuring innovative graphical user interfaces, including the 1984 original Macintosh, reported in a critically acclaimed advertisement orchestrated by Ridley Scott. However, by 1985, the high cost of its products and power struggles between executives caused problems. Wozniak strolled back from Apple amicably and sought other ventures, while Jobs resigned badly and founded NeXT, taking some Apple employees with him.

As the need for personal computers grew and evolved throughout the 1990s, Apple lost a significant market stake to the lower-priced duopoly of the Microsoft Windows O.S. on Intel-powered PC clones (also comprehended as “Wintel”). In 1997, weeks after bankruptcy, the business bought NeXT to determine Apple’s unsuccessful operating system design and entice Jobs back to the company.

Over the next decade, Jobs guided Apple to profitability through several tactics, including introducing the iPod, iPhone, iMac, and iPad to critical acclaim, launching “Think different,” and other outstanding advertising campaigns.

In addition, it is opening the Apple Store retail chain and acquiring numerous companies to broaden its product portfolio. When Jobs surrendered in 2011 for health reasons and passed two months later, he was followed as CEO by Tim Cook.

Apple became the first publicly switched U.S. company to be valued at over $1 trillion in August 2018, then $2 trillion in August 2020, and, most recently, $3 trillion in January 2022. The company receives criticism regarding its contractors’ labor practices, environmental practices, and business ethics, including anti-competitive procedures and materials sourcing. Nevertheless, the company has a big following and wants high brand loyalty. It is classified as one of the world’s most profitable brands.