New records detected by Bloomberg News (opens in new tab) may point to a possible set of trademarks for Apple’s augmented reality headgear lineup – even if Apple itself hasn’t come up with anything.
It’s only fitting that news of Apple’s potential augmented reality helmet is full of speculation (and basically as real as anything in augmented or virtual reality). In that case, a trio of US Patent Trademark Office filings, uncovered by Bloomberg, are now fueling speculation that “Reality One”, “Reality Pro” and “Reality Processor” may be part of the grand and still speculative strategy. AR and VR.
The records, which was able to find, were all filed earlier this month by a company called “Immersive Health Solutions, LLC”. The Delaware company may be, as Bloomberg claims, a shell company designed to hide Apple’s intentions from competitors and the public.
Apple registration under a false name or shell company (a real company designed solely to hide the activities of another real company) it’s not unheard of (opens in new tab). It’s pretty standard practice for tech companies to file trademarks outside the US to hide them from search. In some of these cases, Apple reportedly took additional steps, using shell companies to register trademarks.
Simply put, it’s possible that this is Apple, and that matters because it could be more evidence that we’re getting closer to seeing Apple’s Apple Glasses and/or Apple’s VR headset.
Apple already has RealityKit and Reality Composer for developers, so expanding the “Reality” brand to consumer-facing products makes sense.
Taking things a step further, we can assume that these are trademarks of three interconnected technologies and products. At the core may be a “Reality Processor”. As we know, Apple is deeply committed to Apple Silicon in all its products (M1 and M2 line) and it would make sense for Apple to build bespoke silicon for its potential AR and VR products.
O reality processor The trademark application is the shortest of all three registrations, but it lists the Goods and Services it seeks to cover as, in part:
Apparatus for recording, transmitting or reproducing sound or images; data processing equipment; data communication apparatus transmitting data and information to databases; smart glasses; optical apparatus and instruments; computer chips; integrated circuits; telecommunications apparatus for mobile networks for sending, receiving and storing digital data; computers; computer hardware; computer peripherals; virtual and augmented reality headsets; glasses; glasses; wearable computer hardware…
Note the inclusion of “virtual and augmented reality headsets; eyewear; eyewear”.
“reality one”, which may apply to a headset, glasses, or an AR-related service (à la Apple One) also mentions “virtual and augmented reality headsets, goggles, eyewear and smart glasses”.
“Reality Pro” more or less echoes the first, though it could refer instead to Apple’s VR headset plans, or simply a more feature-rich set of Apple Glass.
Both Reality Pro and Reality One also mention many health-related services, including Health, Fitness, Diagnostics, and “Medical”. Again, this is just an app to cover a collection of unfamiliar products for trademarks across a pretty broad set of services.
On the other hand, the company that presented them is called “Immersive Health Solutions” and there is no confirmation that Apple actually made the deposit.
Still, we’re just over a week away from Apple’s big September 7 event, which most assume will be the launch pad for the iPhone 14 and Apple Watch 8. However, there’s always a chance for something more. Could this be the moment we take a look at Apple’s long-running AR plans? It’s worth noting that recent Apple Glass rumors have pointed to the device working with an iPhone.
Apple is unlikely to release AR glasses at the event, but it could tease glasses, a headset, and a new processor for release later this year or early next. Do we already have the names? Only time will tell.
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